Marketing

Write a relationship marketing plan to manage the customer experience of Spotify.  This will involve you investigating the principles of service design and applying them. To understand service design, you should review not just the textbook, but the latest scholarly journal articles regarding this and reference them in your assignment. This service design approach should accommodate all of the topics covered in the trimester. The best plans will address the specific issues, and will be customised to the customers of interest.  It is important to note that you should not just apply some generic strategy for service management in your assignment.  You should discerningly choose what plans and strategies will work best for your particular arts organisation and justify your choice. Carefully consider the behaviour of the intended customer base and remember that sometimes it is the simple things that are the most important.  Also, remember that your arts organisation would have a finite budget to implement changes. Your plan should be highly actionable with specific recommendations about ‘what to do’ at the end of each section so that a manager could simple pick up your assignment and implement it. Your plan should be no more than 1,500 words.

TASK:  Working alongside the company’s market research manager, you are tasked with submitting either a data collection or a sampling plan.  The plan must be a formal and professionally presented document. Allocation of Marks   Allocated Marks If choosing a data collection plan:   ·         Explain the main research orientations (qual/quant), specify and justify the proposed one.  The decision should guide subsequent actions. ·         10% ·         Review the alternative data collection approaches, propose which one should be adopted and justify choice. ·         60% ·         Provide a detailed implementation plan of the specific approach including identifying potential problems and how these could be mitigated.   ·         30% If choosing a sampling plan:   ·         Explain the main research orientations (qual/quant), specify and justify the proposed one.  The decision should guide subsequent actions. ·         10% ·         Formally define the research population.  Identify and evaluate the merits of alternative sampling frames.  Suggest the most appropriate one and justify choice. ·         20% ·         Review the main sampling approaches, propose which one should be adopted and justify your decision. ·         10% ·         Review the various sampling methods of the adopted approach, propose the one that should be employed and justify your recommendation ·         50% ·         Provide a detailed implementation plan of the specific approach including identifying potential problems and how these could be mitigated. ·         10%     Marking Criteria The extent to which you provide a detailed and critical evaluation of the related methodologies and/or techniques.  A mere summary or description will NOT be sufficient. Selection and full justification of the proposed/adopted methodologies and/or technique in solving the specific problem. Technical competence of implementation of the adopted technique.  Systematic and detailed debate of the various steps or actions involved. Correct referencing (Harvard style) throughout the assignment.

Assessment Context and Scoring Guide Attached.  For this assessment, consider that you work as a marketing analyst for a consulting firm. You were previously asked to develop an analysis white paper to be used for marketing purposes to showcase the firm’s consulting capabilities, and your manager and the firm’s marketing team was impressed with your work. As a result, your manager asked you to create another analysis white paper to also be used for marketing purposes, with a goal of highlighting the firm’s consulting capabilities for each of the “four Ps” of product, place, price, and promotion. Analyze the fourth “P,” promotion, for a product or service. You can use the same product you used for the previous assessments, or you can choose another organization, product, or service. Your analysis should cover all the aspects of promoting the product or service, including promoting to the customer and other promotional audiences. Address the following in your analysis: Communication Strategy Analyze the company’s communication strategy in relation to the intended customer or promotional audiences. As part of that, indicate: Who are the intended customers? Who are the promotional audiences? What are its communication channels and media tools? How does the company use social media in its promotion of the product or service? Who represents the product or service? Explain how the integrated communication aspects of the company’s integrated marketing program contribute to the company’s economic success in relation to its competition in the marketplace. Promotion Strategy Analyze promotional components of the sales approach and explain how they support the sales process. As an example, salespeople for an IT product might need to educate the customer about the product as part of the sales cycle. What works? What does not work? Propose potential improvements to the company’s promotional strategy and justify those changes based upon identified weaknesses or opportunities. Describe how your recommendations regarding the promotion strategy might impact management in the company. For example, are there issues related to how and when your recommendations should be implemented? Suggest ways of addressing potential implementation challenges from your recommendations.

Research Paper Assumptions You are a marketing consultant assigned to a company that has grown both domestically and internationally.  The company is expanding and has asked you to research ways to continue that expansion into foreign markets.  They are particularly interested in growing in developing countries, utilizing their experience and your market-entry plan. You have to present the results of your research to the company in two stages: 1)     A market entry report that will include: o   A background briefing about the company, focused on its products, strengths and weakness as it relates to international markets (i.e., the SW of a SWOT); o   An assessment of two countries to include: §  Legal market entry barriers and ethical issues of investing/entering this country; §  Branding/Consumer issues; and §  Financial risks. o   Recommendation as to which country is a better choice to enter, as well as the market entry method(s) the company should utilize and strategic tactics to take to enter the chosen market. Other Instructions/Guidance Each student will choose a real company and product/service.  You will also choose two countries to compare. You will research and analyze key aspects of entering the two international markets, comparing the markets and ultimately choosing one in which to recommend entry. The company must be a publicly traded company, as there is more information available for such. Note that non-U.S. companies are allowed, as long as they are publicly listed on a stock index (U.S. or non-U.S.) and you can get sufficient information/sources. The countries chosen must have per capita GDP less than $16,000 in 2019 according to the International Monetary Fund (IMF) list found here:  https://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)_per_capita                     Follow the Full Report Outline and be clear and concise in the writing. Referencing style:  APA format for citation in text and reference in bibliography (APA format not necessary for entire paper, just the referencing/bibliography). Full Report Outline       I.         Executive Summary (one-page or less summary of report)      II.         The company briefing (approximately 1000 words): a.     Background on the project, including:                                                i.     type and products/services to be marketed                                               ii.     brief history of company/products                                              iii.     size and corporate information (sales and employment),                                              iv.     current locations (HQ and other domestic/international)                                               v.     other international information relevant to the scope of this project. b.     Strengths of the Company/Products for International Markets c.      Weaknesses of the Company/Products for the International Markets    III.         Country Comparison (approximately 2,000 words) Background of the two countries (compare to each other and their regions) a.     Legal and Ethical Considerations and Risks                                                i.     Country A                                               ii.     Country B b.     Branding and Consumer Considerations and Risks                                                i.     Country A                                               ii.     Country B c.      Financial Consideration and Risks                                                i.     Country A                                               ii.     Country B            IV.         Findings and Recommendations (approximately 2,000 words) a.     The benefits/opportunities and challenges/threats of doing business in each country b.     Country rankings and explanation (which country do you choose to enter first?) c.      Market entry method(s) and Tactics to Take Note:  All the above are to be presented from the standpoint of the decision-making process of the company – so cut out anything that is not directly related to that process.

Discussion Forum 6 In Discussion Forum 6, post your response to the following discussion questions. Reply to at least two classmates’ responses by the date indicated in the Course Calendar. What are the essential steps in creating a successful storefront? What part does your website play in this successful storefront and what steps would you advise for creating the optimum website? How has the Internet impacted international businesses, both positively and negatively? What do you predict as the future impact on international business due to the increasing use of the Internet for global commerce and communication?

My project is calculating metrics as a Marketer. I choose this topic because metrics are nothing more than formulas and expressions…aka, math. Marketers use math in the form of metrics on a regular basis and that makes this topic the best choice for me to write about. This essay will need relevant web articles and industry publications that note the use of math and metrics in the Marketers’ daily life and line of duty. The format that this presentation will take is a document report accompanied by supporting images, charts, and statistics. Of course, the central focus of the work should be quantitative and demonstrate math concepts and skills. Quantitative literacy is often complex reasoning with simple math and graphics, involving the use of numbers in descriptions, analyses, organizing, and analyzing data or works that have some quantitative component. Start with an introduction section. Explain what you did and why. Write this assignment to a general audience, who may or may not know much about marketing, metrics, and their relationship with math. Particularly if you do some kind of practical project, include a section that explains the basic elements involved before launching into the project itself. Critical thinking, creativity, the generation of original material (text, photos, graphics, computer-generated or physical media of any kind), and the accuracy and clarity of quantitative communication are the most highly valued elements for this project.  This essay could be the basic math and quantitative aspects of marketing like a social media campaign, ad campaign, or brand development project.  Original charts, graphs, and images are valued in grading this assignment, but art skills are not a grading criterion. Original images or graphs will be evaluated on their effectiveness in conveying quantitative information. Cite your images, even when they are your own. You can do this simply by creating a caption below the image with your name and the year. Quantitative Literacy: Frequent and correct use of quantitative skills and concepts (e.g., physical units/conversion of units, scientific notation, percent, ratio and proportion, statistics, computations, interpreting or generating data and graphical information). Mathematics Content (Algebra, etc): Core math concepts and skills play a central role as the subject of the project. Writing: The project is well defined, relevant to marketing, at least somewhat novel, supported with original quantitative examples, and written with a clear and original narrative. Graphical Information: Graphical quantitative information (charts, graphs, equations) highly relevant, original work, and well-integrated with the text. Length: More than five pages of original text, double-spaced, 12-point Times font. This does not include images or quoted text.

Introduction  (1 page) Briefly describe the background of this business (e.g., founder, history, performance). 1 page External Environment Identify key marketing environmental factors Provide a detailed analysis of the Industry/Competition/Customers

The purpose of this assignment is to utilize secondary data to determine the problem facing a company and create research objectives that align to the identified problem. Please Note: You will be developing and implementing a Marketing Research Project throughout the course culminating in a Market Research Report and Presentation in Week 8. The focus of the project will be on collecting, analyzing, and presenting data and information about a current marketing problem faced by a real business. Through a series of four assignments, you will identify your research problem and associated objectives, design a survey and conduct data collection, and you will prepare and analyze the data using Microsoft Excel. You will use a process described in the text (Burns and Bush, Basic Marketing Research, 3rd Ed.). Refer to the text, pages 49 to 56, for a description of the steps to the Marketing Research Process. The following Assignments will comprise the majority of the information needed to complete your Market Research Report: Topic 2 Writing Assignment: Research Problem and Objectives Topic 4 Writing Assignment: Survey Design Topic 5 Paper: Collecting Data Topic 7 Paper: Data Analysis For this assignment, choose a marketing research scenario from the “Marketing Research Scenarios” document attached to this assignmnet. Describe the current business problems and determine research objectives. Conduct secondary data research to understand the business problem and consumer attitudes that might affect the industry, company, or brand. There is additional information on writing research objectives on page 58-71 in the textbook. You can also utilize the Research Objective Mapping Tool for assistance related to writing clear objectives. In a 250-400 Word Paper following APA 7th Edition Style Rules, address the following: Describe the general nature of the business problem(s). Describe the major areas of opportunity. What could the organization accomplish if it knew how to address the business problem(s)? What major research questions need to be answered in order to sufficiently address those problems/opportunities? 3. Write at least two research objectives intended to address the previously addressed problems. These will be the primary objectives that guide the design of research, the analysis of data gathered, and the writing of the market research report for the client. You will likely revise your objectives as you continue developing your research project throughout the semester. Your Essay must include at least 2 Scholarly References (and associated in-text citations) from sources such as trade journals, academic journals, and websites from professional marketing associations (including the course text). Prepare this assignment according to the Formatting and Style Rules of the APA Publication Manual, 7th Edition (2020). You can find guidelines in the APA Style Guide, located in the Student Success Center. An abstract is not required. This assignment uses a rubric and has a template. Please review the rubric and template prior to beginning the assignment to become familiar with the expectations for successful completion. You are NOT Required to submit this assignment to LopesWrite. Much of the information in this assignment will be utilized in the Marketing Research Report due at the end of the Semester. To prevent high LopesWrite matching scores, the written assignments for Topic 2, 4, 5, and 7 SHOULD NOT be submitted to LopesWrite! Additional Note: In-text citations MUST BE USED and have corresponding references in accordance with APA Style rules! Generally speaking, most every paragraph should have At Least one in-text citation. Remember, this assignment should reference and cite at least 2 Scholarly Sources (one should be the course text). Wikipedia IS NOT a scholarly source and is an inappropriate reference for 400-Level College writing. A Note on Direct Quotes: This is a Senior-level class. Direct quotes should be used sparingly (only when absolutely necessary to maintain the original meaning). Paraphrasing (with in-text citations) is preferred as this substantiates your thoughts and ideas while demonstrating your ability to analyze and evaluate the information you are researching and still credits your sources (vs. your ability to copy and paste).

Your Situational Analysis should be researched (including citations for any references you include) and presented to your supervisor both orally and in written form (typed). If done correctly, it should end up around 10 pages in length. Sources of data can include internal company data, interviews with management personnel, competitor analysis, customer focus groups, surveys or interviews, and physical observation. If you need help with the paper, visit me during office hours. All sources of research including books, periodicals, web sites, interviews and other research must be referenced in the text and cited in footnotes. The elements of the Situation Analysis include the following. Situation Analysis • Current Product(s) • Current Target Market(s) • Current Distributor Network(s) • Current Competitor(s) • External Forces • Summary Each section must be labeled using the section titles above.

Case: You are responsible for marketing your brand of popcorn. Based on samples of different brands of popcorn it is known that un-popped popcorn kernels have a mean of 36 kernels per teaspoon with a standard deviation of 5.9 kernels per teaspoon. Lab: You are to construct an experiment to determine how your popcorn compares to the mean. Based on your statistical conclusion, write a summary of your findings and determine the best marketing approach to sell the benefits of your popcorn. Refer to the attached document for further assignment instructions.