Describe the process in which you bought your laptop or any other similar item.

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This activity/assignment will help students understand all three phases of the purchase process.

Activity: Describe the process in which you bought your laptop or any other similar item. Explain the reasons for buying the laptop or item, how you identified the features you required, how you gathered information regarding product features and prices, why you chose a particular brand, and how you made the purchase (online or at a store).

Comment on you level of satisfaction with your laptop or item.

The assignment is to answer the question provided above in essay form. This is to be in narrative form and should be as thorough as possible. Bullet points should not to be used. The paper should be at least 1.5 – 2 pages in length, Times New Roman 12-pt font, double-spaced, 1 inch margins and utilizing at least one outside scholarly or professional source related to marketing management. The textbook should also be utilized. Do not insert excess line spacing. APA formatting and citation should be used.

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Marketing Management, Fifth Edition Dawn Iacobucci

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Preface x

About the author xii

Part 1 Marketing Strategy 1 Why is Marketing Management Important? 1

2 Customer Behavior 13

3 Segmentation 32

4 Targeting 51

5 Positioning 63

Part 2 Product Positioning 6 Products: Goods and Services 79

7 Brands 91

8 New Products and Innovation 109

Part 3 Positioning via Price, Place, and Promotion 9 Pricing 131

10 Channels of Distribution 161

11 Advertising Messages and Marketing Communications 185

12 Integrated Marketing Communications and Media Choices 205

13 Social Media 224

Part 4 Positioning: Assessment Through the Customer Lens 14 Customer Satisfaction and Customer Relationships 239

15 Marketing Research Tools 256

Part 5 Capstone 16 Marketing Strategy 275

17 Marketing Plans 293

Endnotes 312

Index 316

BRIEF CONTENTS

iii

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CONTENTS

Preface x

About the author xii

Part 1 Marketing Strategy

1 Why Is Marketing Management Important? 1 1-1 Defining Marketing 1 1-2 Marketing Is an Exchange Relationship 1

1-2a Marketing is Everywhere 2

1-3 Why Is Marketing Management Important? 2 1-3a Marketing and Customer Satisfaction is

Everyone’s Responsibility 4

1-4 The “Marketing Framework”: 5Cs, STP, and the 4Ps 5 1-4a Book Layout 7 1-4b Learning from the Marketing Framework 8 1-4c The Flow in Each Chapter: What? Why? How? 9

2 Customer Behavior 13 2-1 Three Phases of the Purchase Process 13 2-2 Different Kinds of Purchases 15 2-3 The Marketing Science of Customer Behavior 18

2-3a Sensation and Perception 18 2-3b Learning, Memory, and Emotions 20 2-3c Motivation 22 2-3d Attitudes and Decision Making 25 2-3e How Do Cultural Differences Affect

Consumers’ Behavior? 27

3 Segmentation 32 3-1 Why Segment? 32 3-2 What Are Market Segments? 33 3-3 What Information Serves as Bases for Segmentation? 35

3-3a Demographic 35 3-3b Geographic 36 3-3c Psychological 37 3-3d Behavioral 39 3-3e B2B 40 3-3f Concept in Action: Segmentation Variables 41

iv

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vContents

3-4 How Do Marketers Segment the Market? 42 3-4a How to Evaluate the

Segmentation Scheme 42

4 Targeting 51 4-1 What Is Targeting and Why

Do Marketers Do It? 51 4-2 How Do We Choose a Segment

to Target? 52 4-2a Profitability and Strategic Fit 52 4-2b Competitive Comparisons 54

4-3 Sizing Markets 56 4-3a Concept in Action: How Much of

My Consultative Advice Can I Sell? 58

5 Positioning 63 5-1 What Is Positioning and Why Is It Probably the Most Important

Aspect of Marketing? 63 5-1a Positioning via Perceptual Maps 64 5-1b The Positioning Matrix 66

5-2 Writing a Positioning Statement 74

Why does the classic waterfall project planning model fail in this situation?

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PLEASE WRITE IN APA FORMAT, NEED 3 ASSIGNMENTS. PLEASE, GIVE IT IN 3 SEPARATE DOCUMENTS.

ASSIGNMENT 1,  WRITE 450 WORDS IN  APA FORMAT

 

Reflect on the assigned readings for the week. Identify what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding.

Also, provide a graduate-level response to each of the following questions:

  1. What are the practical implications internally (in terms of team motivation) and externally (for the customer) of making overly optimistic project delivery promises?
  2. Consider a project to build a bridge over a river gorge.  What are some of the resource constraints that would make this project challenging?
  3. It has been argued that a project schedule that has not been resource-leveled is useless.  Do you agree or disagree with this statement?  Why or why not?

ASSIGMENT 2 ,WRITE 2 PAGES, APA FORMAT

 

Activity 6

Case Study 11.1: It’s an Agile World

This case illustrates a common problem in software and IT development, where programmers and IT staff are anxious to lock in specifications as early as possible so they can “get to work” without having to worry about invasive or disruptive input from the end users.  Unfortunately, what typically happens is that the finished product is not what the users needed or thought they needed and a long list of fixes and modifications are needed to make it work correctly.  This case is based on a true story in a hospital IT department that routinely struggled with these sorts of user conflicts until they sifted to an Agile methodology.

Questions

  1. Why does the classic waterfall project planning model fail in this situation?  What is it about the IT department’s processes that leads to their finished systems being rejected constantly?
  2. How would an Agile methodology correct some of these problems?  What new development cycle would you propose?
  3. Why are “user stories” and system “features” critical components of an effective IT software development process?
  4. Using the terms “Scrum,” “Sprint,” and “User stories,” create an alternative development cycle for a hypothetical software development process at Northwest Regional Hospital.

Case Study 12.2: “First Come, First Served”: Resource Challenges for Sunrise Restoration

This case is intended to highlight the challenges in resource assignment, particularly in the common cases where project managers within the same firm are competing with each other for the use of scarce and valuable human resources to accomplish their tasks.  Without clear guidance from top management and a valid priority system, the ability to acquire resources is often the result of chaotic bargaining and negotiation among equals. This case is based on a real situation and the outcomes were very much in line with the way they are described in the case.  The business owner did not want to simply invest in more resources for fear that they would be underutilized.  He much preferred the system of negotiating among his project managers, even if that led to inefficient utilization of the resources that were available.  Students can be asked to take the side of the owner or Tyler to debate the options that Sunrise can use to manage its resources.

Questions

  1. Describe some of the resource constraints that Sunrise and its project managers are facing.
  2. Is Sunrise’s current model of prioritizing resource assignments viable?  Why or why not?
  3. How could technology alleviate some of Sunrise’s resource management issues?
  4. Would Tyler’s suggestion to hire additional technicians and purchase more equipment solve the resource problems at Sunrise?  Why or why not?

ASSIGMENT 3 ,

 

Complete the calculations for the following two hypothetical projects then provide a one-page memo for each project (as if you were submitting to a supervisor) providing a detailed account of the current situation for each project with any recommendations. This assignment should be 4 pages in length with the calculations on separate pages and each one-page memo on its own page. Use formulas provided in the Kloppenborg text. There will be no need to reference the textbook or any outside source in the memos. Just provide your analysis of the projects.

Project 1

Use the following information to answer parts a through h.

PV – $450,000

EV – $300,000

AC – $500,000

BAC – $1,500,000

a. Schedule variance (SV)

b. Cost variance (CV)

c. Schedule performance index (SPI)

d. Cost performance index (CPI)

e. Estimate to complete (ETC—first method)

f. Estimate to complete (ETC—second method)

g. Estimate at completion (EAC)

h. To-complete performance index (TCPI)

Project 2

Use the following information to answer parts a through h.

PV – $50,000

EV – $60,000

AC – $58,000

BAC – $150,000

a. Schedule variance (SV)

b. Cost variance (CV)

c. Schedule performance index (SPI)

d. Cost performance index (CPI)

e. Estimate to complete (ETC—first method)

f. Estimate to complete (ETC—second method)

g. Estimate at completion (EAC)

h. To-complete performance index (TCPI)

Finance Work

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Please answer the following questions for Case #1 and Case #2 using academic writing and vocabulary. Please use 2 or more sources in APA format.

 

Case #1

Assume you have just been hired as a business manager of PizzaPalace, a regional pizza restaurant chain. The company’s EBIT was $50 million last year and is not expected to grow. The firm is currently financed with all equity, and it has 10 million shares outstanding. When you took your corporate finance course, your instructor stated that most firms’ owners would be financially better off if the firms used some debt. When you suggested this to your new boss, he encouraged you to pursue the idea. As a first step, assume that you obtained from the firm’s investment banker the following estimated costs of debts for the firm at different capital structures:

If the company were to recapitalize, then debt would be issued and the funds received would be used to repurchase stock. PizzaPalace is in the 40% state-plus-federal corporate tax bracket, its beta is 1.0, the risk-free rate is 6%, and the market risk premium is 6%.

ANSWER THE FOLLOWING QUESTIONS:

 

a. Using the free cash flow valuation model, show the only avenues by which capital structure can affect value.

b. (1) What is business risk? What factors influence a firm’s business risk?

(2) What is operating leverage, and how does it affect a firm’s business risk? Show the operating break-even point if a company has fixed costs of $200, a sales price of $15, and variable costs of $10.

 

c. Using the mini case information, write a 250-500 word recommendation of the financial decisions you propose for this company based on an analysis of its capital structure and capital budgeting techniques. Explain why you chose this recommendation.

 

Case #2

Lewis Securities Inc. has decided to acquire a new market data and quotation system its Richmond home office. The system receives current market prices and other information from several online data services and then either displays the information on a screen or stores it for later retrieval by the firm’s broker. The system also permits customers to call up current quotes on terminal in the lobby.

The equipment costs $1,000,000 and, if it were purchased, Lewis could obtain a term loan for the full purchase price at a 10% interest rate. Although the equipment has a 6-year useful life, it is classified as a special-purpose computer and therefore falls into the MACRS 3-year class. If the system were purchased, a 4-year maintenance contract could be obtained at a cost of $20,000 per year, and the best estimate of its residual value is $200,000. However, because real-time display systems technology is changing rapidly, the actual residual value is uncertain.

As an alternative to the borrow and-buy plan, the equipment manufacturer informed Lewis that Consolidated Leasing would be willing to write a 4-year guideline lease on the equipment, including maintenance, for payments of $260,000 at the beginning of each year. Lewis’s marginal federal-plus-state tax rate of 40%. You have been asked to analyze the lease-versus-purchase decision and, in the process, to answer the following questions:

a. (1) Who are the two parties to a lease transaction?

(2) What are the five primary types of leases, and what are their characteristics?

(3) How are leases classified for tax purposes?

(4) What effect does leasing have on a firm’s balance sheet?

(5) What effect does leasing have on the firm’s capital structure?

b. (1) What is the present value of owning the equipment? (Hint: Set up a timeline that shows the net cash flows over the period t=0 to t=4, and then find the PV of these net cash flows, or the PV cost of owning.”

(2) Explain the rationale for the discount rate you used to find the PV.

c. What is Lewis’s present value of leasing the equipment? (Hint: Again, construct a time line)

d. What is the net advantage of leasing (NAL)? Does your analysis indicate that Lewis should buy or lease the equipment? Explain.

e. Now assume that the equipment’s residual value could be as low as $0 or as high as $400,000, but $200,000 is the expected value. Because the residual value is riskier than the other relevant cash flows, this differential risk should be incorporated into the analysis. Describe how this could be accomplished. (No calculations are necessary, but explain how you would modify the analysis if calculations were required.) What effect would the residual value’s increased uncertainty have on Lewis’ lease-versus-purchase decision?

f. The lessee compares the present value of owning the equipment with the present value of leasing it. Now put yourself in the lessor’s shoes. In a few sentences, how should you analyze the decision to write or not to write the lease?

Explain how visualizations are used to capture actionable insights and address business problems.

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Competency

Explain how visualizations are used to capture actionable insights and address business problems.

Scenario

You are the facility manager for EnVision, a high-tech vehicle maker located in Atlanta. This new company designs, manufactures, and sells electric vehicles and charging units. EnVision’s unique designs, technical prowess, and limited competition has placed them in the enviable position of having a high demand for their line of products. This demand has generated over a billion dollars in pre-sale orders, and a new manufacturing facility is required to meet customer’s needs. The firm’s CEO, Mark Hammel, has asked you to assist in selecting a new site that will accommodate a new state-of-the-art facility.

Dashboards and visualization stories provide audiences with swift insights and influence key business decisions. Therefore, your CEO has decided that the data you gather should be in the form of a visualization presentation.

Instructions

Tableau Presentation

Create a Tableau visualization story that threads together the company’s goals, relevant data sets, tool features, editorial best practices, and measures of quantitative and qualitative data. Use visualization stories and visualization tools to capture key insights and express them in business terms.

Using the files provided, locate the data associated with sustainable energy, additional personnel, raw materials (Aluminum), utilities, shipping conveyances (Rail and Ground), and survey results for your charts and graphs.

  • Create the data links to your sources that will develop appropriate insights.
  • Construct visualizations to highlight key themes listed above: sustainable energy, additional personnel, raw materials (Aluminum), utilities, shipping conveyances (Rail and Ground).

Word Document

  • Create a Word document to explain your presentation and the justification for the data sets you used.
  • For the reference information not available, identify that data and provide an explanation of why it is not available.
  • Devise a plan to turn insight derived from the data into actions to meet the company’s goals.