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What is resistance to change in organizations?, business and finance homework help
APA format graduate writings format 2 or more academic scholar citations and references All references must be valid gra ...
What is resistance to change in organizations?, business and finance homework help
APA format graduate writings format 2 or more academic scholar citations and references All references must be valid graduate level Academic references. OV score less than 24%. Double space 2 or more APA references Proper citations in paper or powerpoint. Assignment below: NOTE: ALL WRITING IN THIS COURSE REQUIRE VALID GRADUATE LEVEL ACADEMIC REFERENCES---NO EXCEPTIONS!! Your earlier presentation to the executive leadership team at Heavy WorX has initiated interest in a system approach for increasing the effectiveness, efficiency, and morale of the organization. The senior leadership team advocates for you to implement a successful planned change program. Before implementing the program, you need to anticipate the potential for resistance to change throughout the organization. Based on your readings, research, and experience, discuss the following: What resistance to change might occur with individuals, groups, and organization as a whole? What strategies or techniques can an organizational development practitioner use to reduce resistance to change? How could these methods be used in the context of Heavy WorX? Need in 4 hours please today>>> Remember how to write the citations per APA latest manuel thanks
UC Strategic Planning Case Study
Strategic Planning:
Case Study Overview:
In conventional business and government megaprojects--such as hydroelectric dams, ...
UC Strategic Planning Case Study
Strategic Planning:
Case Study Overview:
In conventional business and government megaprojects--such as hydroelectric dams, chemical-processing plants, or big-bang enterprise-resource-planning systems--the standard approach is to build something monolithic and customized. Such projects must be 100% complete before they can deliver benefits: Even when it's 95% complete, a nuclear reactor is of no use. On the basis of 30 years of research and consulting on megaprojects, the author has found two factors that play a critical role in determining success or failure: replicable modularity in design and speed in iteration. The article examines those factors by looking at well-known megaprojects, both successful ones, and cautionary tales.
Case Study Link
Better Project Management | Harvard Business Publishing Education
Access Link: https://hbsp.harvard.edu/import/895796
Using the megaproject case study answer the following:
You have just read an awesome article about megaprojects and how to make them more modular. You are new to an organization managing their Portfolio Management Office (PMO) and have several projects that you feel meet the criteria of a "megaproject". Given what you have learned from this article and your experience managing projects identify the following:
1. What would be your suggested approach to managing a megaproject?
2. What are the risks with your approach?
MGMT 500 Pace University Isolation of A Global Giant Huawei Case Study Analysis
lease refer to the instructions before you begin the assignment. The case study assignment is titled: Isolation of a Globa ...
MGMT 500 Pace University Isolation of A Global Giant Huawei Case Study Analysis
lease refer to the instructions before you begin the assignment. The case study assignment is titled: Isolation of a Global Giant (Kinicki & Breaux Soignet, 2022)
Please construct your case study analysis based on the following two discussion question ( it’s a narrative so do not just answers those 2 questions):
What is the underlying problem in this case from the perspective of Huawei's CEO?
How can Huawei expand outside of China despite the obstacles it faces?
Case Study Analysis Instructions
The case analysis process starts with critically reading the case and taking notes of numbers and ideas you might want to quote later. After that, you proceed to identify the problems in the case and their underlying issues. Brainstorming potential options is an essential part of the analysis as it will allow you to determine the best option to achieve the desired outcome. To draft your case analysis, make sure to use the DAE framework:
Describe the main protagonists, the underlying problem and relevant factual elements in the case (2-3 paragraphs)
Analyze the most significant issues in the case using the theoretical frameworks and concepts learned in class, including the main options or solutions available (3-4 paragraphs)
Evaluate which is the best option, solution, or course of action to implement to achieve the best desired outcome, and make sure to defend your decision. (2-3 paragraphs)
FAU Jim Beam Fighting Citation for Bathroom Break Policy Case Study
Case Study Review 1 Respond to the following case scenario by applying topics and theories learned from the current modul ...
FAU Jim Beam Fighting Citation for Bathroom Break Policy Case Study
Case Study Review 1 Respond to the following case scenario by applying topics and theories learned from the current module week: Scenario-A Closed System, Rational Model: Jim Beam fighting citation for bathroom-break policy The Jim Beam bourbon-making plant in Bullitt County is fighting a state citation criticizing its policy on bathroom breaks for employees. Since October, line workers at the plant have been permitted to use the restroom only during lunch and two other times during the day - one before lunch and one after. They also are allowed one unscheduled toilet break per day, and can be disciplined for taking more, starting with a warning and escalating to dismissal after six incidents. The old policy allowed workers to rotate off the line for short, unscheduled breaks throughout the day, with no set number. The company changed the policy after it concluded that workers were taking advantage of the liberal break policy. The Labor Cabinet, in a citation issued in November, said Jim Beam is violating a federal labor law requiring employers to provide restroom facilities to employees. Jim Beam is appealing the citation. The cabinet did not propose a fine. A hearing on the citation is scheduled next week in Bardstown. The distiller has filed a memo with the Labor Cabinet, saying it "observed, documented and analyzed break habits of the employees" and consulted with a urologist to make sure that the new policy would be reasonable." The company said people with medical conditions get more leeway. But the United Food and Commercial Workers union that represents the approximately 100 production-line workers said the urologist determined the breaks were not motivated by need, but most likely by "smoking habits." The union said 45 workers have been disciplined, some workers have begun wearing protective undergarments and others have urinated on themselves because they were afraid to leave the line. "It's embarrassing to be a 36-year-old woman and have to justify your need to go to the bathroom," said Krystal Ditto, who said she has been disciplined five times and is one unscheduled bathroom visit away from losing her job. "Once you get the feeling you have to go, you sit there looking at the clock and see you have an hour to go, and it intensifies. I'm not going to sit there and be miserable." The company is holding its ground. "We feel our system provides reasonable breaks for all employees, and we're looking forward to explaining our position in detail next week at the hearing," said Stephanie Moritz, director of publications for Jim Beam, based in Deerfield, Ill. Jo Anne Kelley, the union local's president, has worked at the Jim Beam plant for 34 years. She said the policy is degrading and that company officials have told some workers that they should "practice" going to the bathroom every two hours at home on the weekends to put themselves on a schedule. "Basically, we're being asked to train our bladders and other organs to meet their needs, not ours," Kelley said. "Your bodily functions don't have a time clock." In its appeal, Jim Beam said its break policy "effectively balances the medical needs of employees with the company's need to maintain a productive workforce." (Adopted from Harvard Business Review, 2019). Items to Address: The following items should be evident in your case paper: Identify the key roles and organizational issues through a brief summary or introductory paragraph (this is not the abstract page).Integrate specific theories from the readings for the type of organization. You may use previous module readings when applying a specific structure/system. Provide your personal perspective on the case, applying theories, perspectives, and structures you along with alternatives that could be best integrated to address the participant’s concerns. Paper Requirements: The paper must be written using current APA format and must include a title page, an abstract, and a references list. These are not included in the word count.The paper must have a minimum of 1000 words and a maximum of 1,200 words. The case paper is short as you will apply your scenario in the following Discussion Board Forum assignment. The paper must be submitted as a Word document (.doc) it will be checked in SafeAssign upon submission.Do not use bullets or listing anywhere in the paper. References must be as follows: Merida, T. (2015). Christ-centered exposition: Exalting Jesus in 1 & 2 Kings. Nashville, TN: B&H Publishing Group. ISBN: 9780805496703. Scott, W. R. (2015). Organizations and Organizing: Rational, Natural, and Open Systems Perspectives. London, England: Routledge. ISBN: 9780131958937
MGMT 5575 Operations Management Brooklyn Winery Report
Lean Operations Assignment:Using research during site visits at your chosen business environment or a company you are fami ...
MGMT 5575 Operations Management Brooklyn Winery Report
Lean Operations Assignment:Using research during site visits at your chosen business environment or a company you are familiar with, please gather, interpret and analyze the current state of business operations to strategize methodology to achieve the three principles (eliminate waste, remove variability, and improve throughput) of lean. Please defend your answers on a tactical level by explaining how these recommendations (proposed methodology when applied conceptually) will balance cost and quality.Assignment format:In Word break the paper into the following sections:• Introduction - describe the company in general and what it does• Using the three principles as section headings, analyze the company along each principle• Conclusion - is the company balancing cost and quality? Why or why not?This paper is to be written in APA format.General Formatting Requirements:Ensure professional presentation with proper spelling, grammar, etc.Must have proper in-text citations and References pageInclude supporting resources from sources other than what is in the courseInclude page numbersInclude a cover page or paper header
Antecedents of Target Marketing, Unit 6 Assignment help
http://www.cengage.com/marketing/book_content/9781133190110_lamb/videos/ch08.html
Assignment 6: Antecedents of Target Ma ...
Antecedents of Target Marketing, Unit 6 Assignment help
http://www.cengage.com/marketing/book_content/9781133190110_lamb/videos/ch08.html
Assignment 6: Antecedents of Target Marketing As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria.
A market segment must be:
1) substantial (have enough potential customers to be viable),
2) identifiable and measurable,
3) composed of members accessible to marketing efforts, and
4) responsive to particular marketing initiatives to differentiate it from other market segments.
In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies:
· Undifferentiated targeting,
· Concentrated targeting, and
· Multi-segment targeting.
Lamb et al. (2014) explain that an undifferentiated target marketing strategy:
Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)
To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.
View the grading rubric icon below to see the full instructions and grading rubric for this Assignment.
Assignment: Antecedents of Target Marketing
In this Assignment, you will discuss antecedents of target marketing as they relate to the video case study on Numi Organic Tea. The video case study on Numi Organic Tea describes how
the company’s sampling program helps position the Numi Organic Tea brand with its target markets. The brand’s premium position ties naturally into the customer outlined in the film, but Numi is also interested in expanding outside of the major tea drinker into more casual tea drinkers. To watch the video case study: Select Numi Organic Tea,
Using research from Chapter 8, answer the questions on Numi Organic Tea in the template provided. Download the template for this Assignment below.
Directions for Submitting this Assignment:
Review the grading rubric below before beginning this activity. For additional help with your writing and APA citation, please visit the Kaplan University Writing Center accessed from the home area of this course. Compose your Assignment as a Microsoft Word document and save it as (Example: TAllen-MT219 Assignment-Unit 6.docx). Submit your file by selecting the Unit 6: Assignment Dropbox by the end of Unit 6. Unit 6 Assignment: Antecedents of Target Marketing
Percent possible
Points possible
Points Earned
Comments
Content per Checklists
100%
50
Answer provides complete information demonstrating analysis and critical thinking:
80%
Provides correct answers to two short essays of 200–250 words using research from the text.
48%
24
Provides correct response to the eight multiple choice questions with additional 100 word defense of each answer. 2 pts. for each correct response (1 pt. for correct answer, and 1 pt. for viable defense)
32%
16
Subtotal:
80%
40
Provides completed template using correct grammar, spelling, and APA format and
20%
10
Title of Paper Goes Here
Your Name
Kaplan University
Antecedents
of Target Marketing
Short Essay: Write a 250 (or more) word discussion using research from your textbook
to help substantiate your understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
1.
In the first part of the video, Jen Mullin, the Vice President of
Marketing for Numi Organic Tea, clearly describes their typical customer. Using
the information on segmentation you learned from reading Chapter 8 in Lamb, et
al. (2014), discuss who the customer is and how the Numi marketing team figured
that out?
ANSWER:
2. What
is Numi's principle marketing plan? In what way does Numi's marketing team use
what they know about their target demographic to implement their marketing
plan?
ANSWER:
Defend Your Answer Challenge: Highlight your multiple choice
answer in yellow.
Write a 100 (or more) word discussion in defense of your answer to the multiple
choice and true/false questions using research from your textbook to help
substantiate your understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
3) Jen Mullin, the vice president of
Marketing for Numi Organic Tea, describes their typical customer as a female,
college-educated tea lover, possibly an “eco-mom.” What type of market
segmentation has she used to identify this customer group?
a. Geographic segmentation
b. Demographic segmentation
c. Ethnic segmentation
d. Psychographic segmentation
ANSWER:
4) Another way Numi Organic Tea
identifies potential customers is through what they want from the product; they
are looking for organic, fair-trade, premium quality tea, according to the
video. What type of market segmentation is used to identify customers in this
way?
a. Geographic segmentation
b. Demographic segmentation
c. Benefit segmentation
d. Usage-rate segmentation
ANSWER:
5) Because Numi Organic Tea has
identified more than one target market, for example, “eco-moms,” college
students, and family travelers, they should be particularly aware of the
____________________, which helps explain how consumption patterns differ at
different stages determined by a combination of age, marital status, and the
presence or absence of children.
a. Family life cycle
b. 80/20 principle
c. Undifferentiated targeting
strategy
d. Concentrated targeting strategy
ANSWER:
6) The demographic variable that
Numi Tea marketers were examining when they recognized that people who had
discovered their product at a high-end spa or fine restaurant often shopped for
groceries at Costco was _________________________.
a. Age
b. Income
c. Ethnicity
d. Gender
ANSWER:
7) Numi Tea uses premium ingredients
to create a premium tea at an affordable price, according to Jen Mullin. This
is a form of ______________________ that the company uses to distinguish their
products from those of competitors.
a. Perceptual mapping
b. One-to-one marketing
c. Product differentiation
d. Market segmentation
ANSWER:
8) Which of the following is the
least likely targeting strategy that Numi Tea would select to market their
products?
a. Undifferentiated targeting
b. Concentrated targeting
c. Multisegment targeting
d. Niche targeting
ANSWER:
9)When Jen Mullin explains
that her company seeks to include their product in gift bags and other
promotional giveaways by companies and other organizations, she is recognizing
the need to change customers’ perceptions through sampling.
a. True
b. False
ANSWER:
10) To graphically map the “channel
conflict” between marketing Numi Tea to premium spas, hotels, and restaurants
and selling the same brand at mass market stores such as Target, the company
could employ perceptual mapping.
a. True
b. False
ANSWER:
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What is resistance to change in organizations?, business and finance homework help
APA format graduate writings format 2 or more academic scholar citations and references All references must be valid gra ...
What is resistance to change in organizations?, business and finance homework help
APA format graduate writings format 2 or more academic scholar citations and references All references must be valid graduate level Academic references. OV score less than 24%. Double space 2 or more APA references Proper citations in paper or powerpoint. Assignment below: NOTE: ALL WRITING IN THIS COURSE REQUIRE VALID GRADUATE LEVEL ACADEMIC REFERENCES---NO EXCEPTIONS!! Your earlier presentation to the executive leadership team at Heavy WorX has initiated interest in a system approach for increasing the effectiveness, efficiency, and morale of the organization. The senior leadership team advocates for you to implement a successful planned change program. Before implementing the program, you need to anticipate the potential for resistance to change throughout the organization. Based on your readings, research, and experience, discuss the following: What resistance to change might occur with individuals, groups, and organization as a whole? What strategies or techniques can an organizational development practitioner use to reduce resistance to change? How could these methods be used in the context of Heavy WorX? Need in 4 hours please today>>> Remember how to write the citations per APA latest manuel thanks
UC Strategic Planning Case Study
Strategic Planning:
Case Study Overview:
In conventional business and government megaprojects--such as hydroelectric dams, ...
UC Strategic Planning Case Study
Strategic Planning:
Case Study Overview:
In conventional business and government megaprojects--such as hydroelectric dams, chemical-processing plants, or big-bang enterprise-resource-planning systems--the standard approach is to build something monolithic and customized. Such projects must be 100% complete before they can deliver benefits: Even when it's 95% complete, a nuclear reactor is of no use. On the basis of 30 years of research and consulting on megaprojects, the author has found two factors that play a critical role in determining success or failure: replicable modularity in design and speed in iteration. The article examines those factors by looking at well-known megaprojects, both successful ones, and cautionary tales.
Case Study Link
Better Project Management | Harvard Business Publishing Education
Access Link: https://hbsp.harvard.edu/import/895796
Using the megaproject case study answer the following:
You have just read an awesome article about megaprojects and how to make them more modular. You are new to an organization managing their Portfolio Management Office (PMO) and have several projects that you feel meet the criteria of a "megaproject". Given what you have learned from this article and your experience managing projects identify the following:
1. What would be your suggested approach to managing a megaproject?
2. What are the risks with your approach?
MGMT 500 Pace University Isolation of A Global Giant Huawei Case Study Analysis
lease refer to the instructions before you begin the assignment. The case study assignment is titled: Isolation of a Globa ...
MGMT 500 Pace University Isolation of A Global Giant Huawei Case Study Analysis
lease refer to the instructions before you begin the assignment. The case study assignment is titled: Isolation of a Global Giant (Kinicki & Breaux Soignet, 2022)
Please construct your case study analysis based on the following two discussion question ( it’s a narrative so do not just answers those 2 questions):
What is the underlying problem in this case from the perspective of Huawei's CEO?
How can Huawei expand outside of China despite the obstacles it faces?
Case Study Analysis Instructions
The case analysis process starts with critically reading the case and taking notes of numbers and ideas you might want to quote later. After that, you proceed to identify the problems in the case and their underlying issues. Brainstorming potential options is an essential part of the analysis as it will allow you to determine the best option to achieve the desired outcome. To draft your case analysis, make sure to use the DAE framework:
Describe the main protagonists, the underlying problem and relevant factual elements in the case (2-3 paragraphs)
Analyze the most significant issues in the case using the theoretical frameworks and concepts learned in class, including the main options or solutions available (3-4 paragraphs)
Evaluate which is the best option, solution, or course of action to implement to achieve the best desired outcome, and make sure to defend your decision. (2-3 paragraphs)
FAU Jim Beam Fighting Citation for Bathroom Break Policy Case Study
Case Study Review 1 Respond to the following case scenario by applying topics and theories learned from the current modul ...
FAU Jim Beam Fighting Citation for Bathroom Break Policy Case Study
Case Study Review 1 Respond to the following case scenario by applying topics and theories learned from the current module week: Scenario-A Closed System, Rational Model: Jim Beam fighting citation for bathroom-break policy The Jim Beam bourbon-making plant in Bullitt County is fighting a state citation criticizing its policy on bathroom breaks for employees. Since October, line workers at the plant have been permitted to use the restroom only during lunch and two other times during the day - one before lunch and one after. They also are allowed one unscheduled toilet break per day, and can be disciplined for taking more, starting with a warning and escalating to dismissal after six incidents. The old policy allowed workers to rotate off the line for short, unscheduled breaks throughout the day, with no set number. The company changed the policy after it concluded that workers were taking advantage of the liberal break policy. The Labor Cabinet, in a citation issued in November, said Jim Beam is violating a federal labor law requiring employers to provide restroom facilities to employees. Jim Beam is appealing the citation. The cabinet did not propose a fine. A hearing on the citation is scheduled next week in Bardstown. The distiller has filed a memo with the Labor Cabinet, saying it "observed, documented and analyzed break habits of the employees" and consulted with a urologist to make sure that the new policy would be reasonable." The company said people with medical conditions get more leeway. But the United Food and Commercial Workers union that represents the approximately 100 production-line workers said the urologist determined the breaks were not motivated by need, but most likely by "smoking habits." The union said 45 workers have been disciplined, some workers have begun wearing protective undergarments and others have urinated on themselves because they were afraid to leave the line. "It's embarrassing to be a 36-year-old woman and have to justify your need to go to the bathroom," said Krystal Ditto, who said she has been disciplined five times and is one unscheduled bathroom visit away from losing her job. "Once you get the feeling you have to go, you sit there looking at the clock and see you have an hour to go, and it intensifies. I'm not going to sit there and be miserable." The company is holding its ground. "We feel our system provides reasonable breaks for all employees, and we're looking forward to explaining our position in detail next week at the hearing," said Stephanie Moritz, director of publications for Jim Beam, based in Deerfield, Ill. Jo Anne Kelley, the union local's president, has worked at the Jim Beam plant for 34 years. She said the policy is degrading and that company officials have told some workers that they should "practice" going to the bathroom every two hours at home on the weekends to put themselves on a schedule. "Basically, we're being asked to train our bladders and other organs to meet their needs, not ours," Kelley said. "Your bodily functions don't have a time clock." In its appeal, Jim Beam said its break policy "effectively balances the medical needs of employees with the company's need to maintain a productive workforce." (Adopted from Harvard Business Review, 2019). Items to Address: The following items should be evident in your case paper: Identify the key roles and organizational issues through a brief summary or introductory paragraph (this is not the abstract page).Integrate specific theories from the readings for the type of organization. You may use previous module readings when applying a specific structure/system. Provide your personal perspective on the case, applying theories, perspectives, and structures you along with alternatives that could be best integrated to address the participant’s concerns. Paper Requirements: The paper must be written using current APA format and must include a title page, an abstract, and a references list. These are not included in the word count.The paper must have a minimum of 1000 words and a maximum of 1,200 words. The case paper is short as you will apply your scenario in the following Discussion Board Forum assignment. The paper must be submitted as a Word document (.doc) it will be checked in SafeAssign upon submission.Do not use bullets or listing anywhere in the paper. References must be as follows: Merida, T. (2015). Christ-centered exposition: Exalting Jesus in 1 & 2 Kings. Nashville, TN: B&H Publishing Group. ISBN: 9780805496703. Scott, W. R. (2015). Organizations and Organizing: Rational, Natural, and Open Systems Perspectives. London, England: Routledge. ISBN: 9780131958937
MGMT 5575 Operations Management Brooklyn Winery Report
Lean Operations Assignment:Using research during site visits at your chosen business environment or a company you are fami ...
MGMT 5575 Operations Management Brooklyn Winery Report
Lean Operations Assignment:Using research during site visits at your chosen business environment or a company you are familiar with, please gather, interpret and analyze the current state of business operations to strategize methodology to achieve the three principles (eliminate waste, remove variability, and improve throughput) of lean. Please defend your answers on a tactical level by explaining how these recommendations (proposed methodology when applied conceptually) will balance cost and quality.Assignment format:In Word break the paper into the following sections:• Introduction - describe the company in general and what it does• Using the three principles as section headings, analyze the company along each principle• Conclusion - is the company balancing cost and quality? Why or why not?This paper is to be written in APA format.General Formatting Requirements:Ensure professional presentation with proper spelling, grammar, etc.Must have proper in-text citations and References pageInclude supporting resources from sources other than what is in the courseInclude page numbersInclude a cover page or paper header
Antecedents of Target Marketing, Unit 6 Assignment help
http://www.cengage.com/marketing/book_content/9781133190110_lamb/videos/ch08.html
Assignment 6: Antecedents of Target Ma ...
Antecedents of Target Marketing, Unit 6 Assignment help
http://www.cengage.com/marketing/book_content/9781133190110_lamb/videos/ch08.html
Assignment 6: Antecedents of Target Marketing As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria.
A market segment must be:
1) substantial (have enough potential customers to be viable),
2) identifiable and measurable,
3) composed of members accessible to marketing efforts, and
4) responsive to particular marketing initiatives to differentiate it from other market segments.
In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies:
· Undifferentiated targeting,
· Concentrated targeting, and
· Multi-segment targeting.
Lamb et al. (2014) explain that an undifferentiated target marketing strategy:
Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)
To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.
View the grading rubric icon below to see the full instructions and grading rubric for this Assignment.
Assignment: Antecedents of Target Marketing
In this Assignment, you will discuss antecedents of target marketing as they relate to the video case study on Numi Organic Tea. The video case study on Numi Organic Tea describes how
the company’s sampling program helps position the Numi Organic Tea brand with its target markets. The brand’s premium position ties naturally into the customer outlined in the film, but Numi is also interested in expanding outside of the major tea drinker into more casual tea drinkers. To watch the video case study: Select Numi Organic Tea,
Using research from Chapter 8, answer the questions on Numi Organic Tea in the template provided. Download the template for this Assignment below.
Directions for Submitting this Assignment:
Review the grading rubric below before beginning this activity. For additional help with your writing and APA citation, please visit the Kaplan University Writing Center accessed from the home area of this course. Compose your Assignment as a Microsoft Word document and save it as (Example: TAllen-MT219 Assignment-Unit 6.docx). Submit your file by selecting the Unit 6: Assignment Dropbox by the end of Unit 6. Unit 6 Assignment: Antecedents of Target Marketing
Percent possible
Points possible
Points Earned
Comments
Content per Checklists
100%
50
Answer provides complete information demonstrating analysis and critical thinking:
80%
Provides correct answers to two short essays of 200–250 words using research from the text.
48%
24
Provides correct response to the eight multiple choice questions with additional 100 word defense of each answer. 2 pts. for each correct response (1 pt. for correct answer, and 1 pt. for viable defense)
32%
16
Subtotal:
80%
40
Provides completed template using correct grammar, spelling, and APA format and
20%
10
Title of Paper Goes Here
Your Name
Kaplan University
Antecedents
of Target Marketing
Short Essay: Write a 250 (or more) word discussion using research from your textbook
to help substantiate your understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
1.
In the first part of the video, Jen Mullin, the Vice President of
Marketing for Numi Organic Tea, clearly describes their typical customer. Using
the information on segmentation you learned from reading Chapter 8 in Lamb, et
al. (2014), discuss who the customer is and how the Numi marketing team figured
that out?
ANSWER:
2. What
is Numi's principle marketing plan? In what way does Numi's marketing team use
what they know about their target demographic to implement their marketing
plan?
ANSWER:
Defend Your Answer Challenge: Highlight your multiple choice
answer in yellow.
Write a 100 (or more) word discussion in defense of your answer to the multiple
choice and true/false questions using research from your textbook to help
substantiate your understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
3) Jen Mullin, the vice president of
Marketing for Numi Organic Tea, describes their typical customer as a female,
college-educated tea lover, possibly an “eco-mom.” What type of market
segmentation has she used to identify this customer group?
a. Geographic segmentation
b. Demographic segmentation
c. Ethnic segmentation
d. Psychographic segmentation
ANSWER:
4) Another way Numi Organic Tea
identifies potential customers is through what they want from the product; they
are looking for organic, fair-trade, premium quality tea, according to the
video. What type of market segmentation is used to identify customers in this
way?
a. Geographic segmentation
b. Demographic segmentation
c. Benefit segmentation
d. Usage-rate segmentation
ANSWER:
5) Because Numi Organic Tea has
identified more than one target market, for example, “eco-moms,” college
students, and family travelers, they should be particularly aware of the
____________________, which helps explain how consumption patterns differ at
different stages determined by a combination of age, marital status, and the
presence or absence of children.
a. Family life cycle
b. 80/20 principle
c. Undifferentiated targeting
strategy
d. Concentrated targeting strategy
ANSWER:
6) The demographic variable that
Numi Tea marketers were examining when they recognized that people who had
discovered their product at a high-end spa or fine restaurant often shopped for
groceries at Costco was _________________________.
a. Age
b. Income
c. Ethnicity
d. Gender
ANSWER:
7) Numi Tea uses premium ingredients
to create a premium tea at an affordable price, according to Jen Mullin. This
is a form of ______________________ that the company uses to distinguish their
products from those of competitors.
a. Perceptual mapping
b. One-to-one marketing
c. Product differentiation
d. Market segmentation
ANSWER:
8) Which of the following is the
least likely targeting strategy that Numi Tea would select to market their
products?
a. Undifferentiated targeting
b. Concentrated targeting
c. Multisegment targeting
d. Niche targeting
ANSWER:
9)When Jen Mullin explains
that her company seeks to include their product in gift bags and other
promotional giveaways by companies and other organizations, she is recognizing
the need to change customers’ perceptions through sampling.
a. True
b. False
ANSWER:
10) To graphically map the “channel
conflict” between marketing Numi Tea to premium spas, hotels, and restaurants
and selling the same brand at mass market stores such as Target, the company
could employ perceptual mapping.
a. True
b. False
ANSWER:
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