Marketing Effectiveness Analysis:

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Assignment: ForChange: Marketing Effectiveness Analysis: Part 1

ForChange is a local nonprofit organization dedicated to bringing about positive social change in communities through programs that promote healthy habits in adults and children. The founders started ForChange after the Healthy Communities program (https://www.cdc.gov/nccdphp/dch/programs/healthycommunitiesprogram/index.htm) ended in 2012. Since then, the organization has been growing slowly and has recently started to expand its reach through some community efforts and connection to local health fairs and school-sports booster organizations. Some examples of ForChange’s programs include hosting smoking cessation classes at the senior care centers, sponsoring fitness-related after-school programs, and teaching nutrition seminars to new parents. ForChange’s board of directors wants to expand further and see the organization eventually start up new centers that can lead change efforts in other parts of the country and throughout the world. ForChange has a small administrative staff, and the programs are conducted by volunteers. ForChange’s executive director is hoping that the organization can use digital marketing to appeal to volunteer-minded, socially conscious adults between the ages of 25–39. The company leaders are a bit older, however, and feel they need some help and advice for how best to reach this demographic. They are also concerned about approaching their marketing responsibly in a way that will support the organization’s goals to promote healthy families, healthy communities, and a healthy world. They also need some guidance on how best to continually evaluate the success of their efforts so that they can continue to grow, so they contact XYZ Corporation for a consultation to address these concerns.

XYZ Logo Michael JohnsonBoth parties have an initial meeting to discuss the nonprofit organization’s needs and goals. After that initial discussion, your boss at XYZ, Michael Johnson, determines that there are three main ideas that ForChange needs to focus on: digital marketing, sustainability and social responsibility, and program evaluation. Michael feels that the client should have a further understanding of these topics before he can move forward with them to implement a formal plan, so he asks you to draft a three-part report to address these ideas. Michael provides you with the questions to answer and a template to fill out the report. Your task is to complete the report and present it back to Michael so that he can review and send it to the client.

Note: Part 1 of your business report is due this week and Parts 2 and 3 will be submitted as one document in Week 6.

To prepare for this Assignment:

  • Review this week’s Learning Resources
  • Review the Centers for Disease Control and Prevention (CDC) Health Communities Program link in the Assignment description for additional background information.
  • Refer to the Academic Writing Expectations for 2000/3000-Level Courses as you compose your Assignment.
By Day 7

Submit Part 1 of your report. The report is based on the following criteria:

Part 1: Digital Marketing
  • What are three types of digital marketing that are suitable for ForChange? For each type, explain how it can be beneficial to ForChange’s achievement of its goals, and identify any potential drawbacks for each. (225–300 words, or 3–4 paragraphs)
  • Which social media platforms should ForChange use and why? (75–150 words, or 1–2 paragraphs)
  • As the organization considers expansion into other countries, should they use the same strategies for international audiences as for those domestically? If not, how might they adjust their marketing strategy? (75–150 words, or 1–2 paragraphs)

Determine what Procurement Contracting Officers for the government are looking for in their evaluations of small-business offers. Select the three most important factors that the officers would consider during the evaluation of a small-business offer.

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· Determine the benefit that the simplified acquisitions methods provide to the small-business owner. Analyze how the federal government has created this process and what form of support the federal government can provide.

· Take a position on whether technology (e.g., use of the Internet to send documents) has replaced the need for the simplified acquisition methods for small-business owners. Support your response.

SECTION 2

ONLY WRITE ONEPARAGRAPH PER SECTION

Please respond to the following:

· From the e-Activity, determine the basic guidelines that a successful vendor should always follow in the solicitation process. Include an example to support your response.

· Determine what Procurement Contracting Officers for the government are looking for in their evaluations of small-business offers. Select the three most important factors that the officers would consider during the evaluation of a small-business offer. Provide a rationale for your selection.

Determine the value of your most favored customer or class of customers to GSA. Analyze its impact on your small business.

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Imagine you are a service-disabled veteran and made your hobby of building model airplanes into a small business that produces very small remote control aircrafts capable of long sustained flights. You are ready to reply to a U.S. General Services Administration (GSA) Schedules solicitation.
Write a six (6) page paper in which you:

1. Describe the electronic submission process and the security measures present in this approach. Analyze the advantages over classic paper solicitations.

2. Analyze whether or not your company has as much of a chance of having its bid accepted as a much larger corporation (e.g., Boeing) does. Support your analysis.

3. Speculate on how you would negotiate during the contract award process once your solicitation is accepted.

4. Determine the value of your most favored customer or class of customers to GSA. Analyze its impact on your small business.

5. Compare and contrast the advantages of being a small company over being a lager firm (e.g., Boeing) in terms of contract administration and management.

6. Assess the different marketing methods used to market to the federal government. Select three (3) most effective methods you would use to market your product or service to the U.S. government. Provide a rationale for your selection.

7. Use at least three (3) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.

Describe two circumstances where false negatives are significantly more serious than false positives.

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Question 2 [5 Marks]A thief broke into an Automated Teller Machine (ATM) using a screwdriver and was able to jam the card reader as well as breaking five keys from the keypad. The thief had to halt the process of break-in and hide, as a customer approached to use the ATM. The customer was able to successfully enter their ATM card, punch in the 4 digit PIN and was able to draw out some cash. Since the card reader was jammed, the customer was however not able to withdraw the ATM card, and drove off to seek some help. In the meantime, the thief came back and decided to try to discover the customer’s PIN so that he can steal money from the customer. You are required to calculate the maximum number of PINs that the thief may have to enter before correctly discovering the customer’s PIN?Question 3 [5 Marks]Thinking about bio-metric authentication, list three reasons why people may be reluctant to use bio-metrics. Describe various ways of how to counter those objections.Question 4 [5 Marks]In bio-metric authentication, false positive and false negative rates can be tuned according to the requirement, and they are often complementary i.e. raising one lowers the other. Describe two circumstances where false negatives are significantly more serious than false positives.Question 5 [10 Marks]Transposition is one known method of encrypting the text. What can be one way that a piece of cipher text can be determined quickly if it was likely a result of a transposition? Utilising some of the decryption techniques (substitution and others) covered in the subject so far, you are required to decipher (find the plain text) the cipher text that will be proviced to you closer to the assessment due date via the subject site. In order to present your solution, you need to demonstrate and explain the steps taken to decipher this text.