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7 slides about the concept of Service guaranties

This paper should discuss the brand you are writing the marketing plan for. Explain why they need a new plan, and discuss some preliminary marketing strategies. Topic: Brand or company you are proposing for your topic Brief background Rationale Why does this company need a new plan? Are you entering a new market? Are you proposing a new offering? Does their current plan need to be revamped? Include the rationale for the new plan. Strategy Who is the intended market? Where will you access the necessary information for your final marketing plan? Please submit the assignment in APA format, including supporting scholarly research. Please name your assignment file as 'lastnamefirstinitial-MKTG600-assignment# Course Objectives: Develop a Marketing Plan Define the process for bringing a new product or service to market.

Assignment #1  Topic: External and Situational Factors Affecting Consumer Behavior.  Apply Market Segmentation and Consumer Behavior Research.  Assignment # 1 –"The Interview"  Instructions CONSUMER INTERVIEW: As a newly minted Consumer Behavior Researcher your assignment is to conduct an interview (about 30 minutes in length) with a person (respondent) who is not a member of your family. The respondent needs to be qualified to participate. In other words, you are looking for a respondent who has recently purchased a product priced at more than $50.  Your goal is to understand why the interviewee purchased this particular product/brand, and to understand the product’s “place” in the consumers’ life. Probe for segmentation variables that cannot be observed which represent all four bases of segmenting variables. Spend most of your time during the interview probing/researching external influences that shaped this particular purchase (influences like family, culture, and social class SEE Week 3 for a  thorough list, these are the forces that need to be applied to limit the focus/scope of the assignment).   Do not ask directly about External Influencers, it is our job (as CB researchers) to apply such from the respondents answers to broad open-ended questions.  Come to the interview with questions pre-prepared.  Also be ready to ask questions in an impromptu follow-up manner that may help uncover insights to the external impacts (Consumer Behavior related) that were components of the purchase.  To formulate questions, read the resources from WEEK 3 and learn about what each possible External Influence is.  Then, formulate and tailor questions to try to uncover if they are present in the purchase. As a Consumer Behavior Researcher, this interview should take about 30 minutes in length. Make note of body language during the interview as this is a big indicator of things not verbally communicated but which are relevant when a researcher writes about their findings.   The write up of results is required to be no more than 4 pages, double spaced. Keep in mind that this report needs to be useful to a marketing manager for the product (so use your Principles of Marketing language AND the language of Consumer Behavior to convey concepts observed and researched).  The following headings are required and helpful to ensure nothing has been left out (use in order): Introduction: Describe the interviewee using the four bases of segmentation, at least two segmentation variables to represent each base. Brand Choice Discussion:  Identify the brand, how much it was and where purchased.  Was there a special meaning associated (gift, life-change, temporal) with this purchase.  Explain the details in paragraph form, don't list. For 3-5. Identify the three of the external influences that are discussed from WEEK 3 (see Content area of classroom for list or WEEK 3 Newsreel):     3. External Influence #1  (identify it and explore using applied concepts)     4. External Influence #2  (identify it and explore using applied concepts)     5. External Influence #3  (identify it and explore using applied concepts) 6. Conclusion: Which of the influences was most impactful when making this purchase? Make note of body language- were there any non verbal messages conveyed in the interview? Last, which type of Consumer Behavior Research Approach was done for this exercise? Refer to the Learning Resources from WEEK 1, 2 and 3 Logistics Run Down: -No more than four (4) pages in length (does not include cover page or references page) -Include a cover page and references page (required).  If you quote your source they should be listed in the bibliography as an interview. Outside sources (esp. learning resources from weeks covered) are encouraged. -Organize and utilize the headings given above. -No more than 2 grammatical/spelling errors are allowed (please proof before submitting). -Text is required to be in Times Roman, 12 pt font, double space the text, use paragraph form, not bulleting. - Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such. -Cover page, bibliography and citations are required. Assignment Due (see calendar) by Tuesday 11:59 p.m. Eastern, uploaded to Assignments Folder UMGC Writing Assignment #1 Rubric “The Interview” Assignment #1 “The Interview” weight

Online, Mobile, and Social Media Marketing: #MeToo Recent times have seen the rise of the #MeToomovement, focused on creating awareness and change relating to sexual harassment, assault, and violence in the workplace. At first, the movement centered on female Hollywood celebrities, such as Rose McGowan and Alyssa Milano, who alleged misconduct by producer Harvey Weinstein. However, once the silence was broken in Hollywood, many women around the world began using the #MeToohashtag on Twitter and Facebook, pointing to their own experiences with workplace harassment or misconduct. The #MeToo wave rocked the world, ending the careers of several high-profile men, ranging from former news anchor Matt Lauer and celebrity chef Mario Batali to hip-hop mogul Russell Simmons and U.S. Senator Al Franken. MeToo movement emboldened many women to step forward and speak out about toxic workplace environments and company cultures in high-profile companies. For example, after supermodel Kate Upton came forward alleging sexual harassment by Guess designer and co-founder Paul Marciano, Guess shares dropped 18 percent—more than $250 million in market value in one day. Many companies are reacting or taking proactive steps in response to the #MeToo movement. For example, after allegations surfaced regarding a toxic “bro culture” at ride-sharing service Uber, founder Travis Kalanick stepped down as CEO and the company fired many top-level executives. Newly hired CEO Dara Khosrowshahi took to LinkedIn to post Uber’s new cultural norms. Read Applications...Online, Mobile, and Social Media Marketing: #MeToo (page 93) in your textbook and answer the following questions: Many businesses have now crafted responses to the #MeToo movement. Research the issue and discuss how companies are communicating their positions to customers. What online or social media platforms are they using? Is the #MeToo movement a marketing issue? How are customers likely to react to allegations of workplace harassment? How should companies deal with the issue, whether reactively or proactively?

Write a 4 page document detailing the main findings of the research As you have learned through your work with MCS clients, marketing is one of the most important functional areas in business. As you get oriented with the realities of business-to-business (B2B) marketing, I’d like you to do some more reading on two main elements: (1) business buying behavior, and (2) strategic alliances. Business buying behavior relates to how business customers and their suppliers explore different avenues to manage relationships and enhance efficiency and effectiveness. Fostering the right relationship with businesses is crucial for any holistic marketing plan. B2B relationships are affected by supply, complexity of supply, availability of alternatives, and supply-market dynamism. In addition, our new client may consider forming strategic alliances  to expand its US operations. The twenty-first century has seen an increased use of long-term global strategic alliances among both producers and distribution companies. Organizations form these alliances in an effort to secure commercial advantage and eliminate waste from their distribution channels. They can be crucial to success As you will recall from the previous projects, there are two types of market research: primary and secondary research. Both types of research are necessary when creating a marketing plan. As you conduct research for your marketing plan, use the UMGC Library's Research Guides, specifically (1) Business and Management and (2) Marketing. Consult these two research guides and find articles that will help you complete your assignments. It is easier if you conduct a separate search for each section of your marketing plan. Also, use databases, such as Hoover's and ABI/INFORM to research the client company and its industry. Required Readings Chapters 1, 3, & 14 Lancaster, G., & Massingham, L. (2018). Essentials of marketing management (2nd ed.). Routledge http://ezproxy.umgc.edu/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1581263&site=eds-live&scope=site&profile=edsebook Subject:  Company Case File & Questions to Consider From:      Jillian Best, CEO, MCS To:          Team Hi again. I wanted to provide you with the company case file and some pertinent questions for you to consider while you work on your B2B marketing plan. As part of the preparation necessary to complete your business-to-business marketing plan, you and your team will need to do in-depth research on your client's company, including its operations, global reach, and range of offerings. By the end of Week 8, I need you to produce a situation analysis report explaining your team's findings on the company. Be sure to include a value proposition, essentially the promise that is made to the customer, explaining the reason a customer purchases a product or uses a service (i.e., the value that a company delivers to its customers). Start by reading the attached case file and be sure to consider the following questions while you do additional research: Where is the company headquartered? What are the company's major products and/or services? What is the company's annual revenue in dollars, and what is its annual production in units? Does the company own its own facilities or does it subcontract manufacturing to others? Who are the company's major suppliers of raw materials or parts, and where are they located? What is the distribution of the company's workforce by country? How does the company differentiate its offering in its highly competitive markets? Does the company have exclusive marketing or distribution agreements or partnerships? Who are the company's major global and US customers? What benefits does the company offer to its customers? Who are the company's major global and US competitors? When developing your situation analysis, you should also understand the importance of vision and mission statements and then research the company's own vision and mission statements. Write a four-page document detailing the main findings of your research about your client, including its mission and vision statement. Submit your document to your team’s study group. That's it for now, Jillian In the next step, you will complete your situation analysis by conducting an environmental scan that takes a comprehensive look at the many factors that you need to consider, exploit, or defend against in your marketing plan. This situation analysis will be incorporated into your B2B marketing plan later in this project.  A. Situation analysis (Step 4): Start by reading the company case file and consider the questions in Step 4 while you do additional research on the company and its vision and mission statements. Do not forget to include your value proposition, which is essentially the value the company offers to its customers and compels them to buy its products. 

In this assignment, you are to create a Service Blueprint. Though you can generate a graphic blueprint, I would like you to generate a document for your project’s concern. Below are the key components that the Blueprint should address. This is not a flow chart specifically but follows activities of operation and marketing within one single stage. Also, I have provided a brief example of an actual blueprint for GMS. Develop an idea for a high-contact service that area college students could use. From your idea, create a service blueprint using the example from the textbook and the key components associated with the blueprint. Be extensive and detailed. Developing an actual Blueprint (you may use some sort of software or hand draw - you will need to upload a copy or a picture of the blueprint). Identify key activities in creating and delivering service Define “big picture” before “drilling down” to obtain a higher level of detail Advantages of Blueprinting Distinguish between “frontstage” and “backstage” Clarify interactions between customers and staff, and support by backstage activities and systems Identify potential fail points; take preventive measures; prepare contingency Pinpoint stages in the process where customer commonly have to wait KEY COMPONENTS Define standards for front-stage activities Specify physical evidence Identify main customer actions Line of interaction (customers and front-stage personnel) Frontstage actions by customer-contact personnel Line of visibility (between front stage and backstage) Backstage actions by customer contact personnel Support processes involving other service personnel Support processes involving IT *Identify fail points and risks of excessive waits with *** and place unique color on description. **Set service standards and do failure-proofing EXAMPLE: Brief Example: Act 1: Introductory Scenes Act 2: Delivery of Core Product Cocktails, seating, order food and wine, wine service Potential fail points: Menu information complete? Menu intelligible? Everything on the menu actually available? Mistakes in transmitting information a common cause of quality failure – e.g. bad handwriting; poor verbal communication Customers may not only evaluate quality of food and drink, but how promptly it is served, serving staff attitudes, or style of service Act 3: The Drama Concludes Remaining actions should move quickly and smoothly, with no surprises at the end Customer expectations: accurate, intelligible and prompt bill, payment handled politely, guests are thanked for their patronage

Answer all 3 discussion post questions  1) Watch the following  short video by Michael Porter and answer the following questions 1)  What is Strategy? 2)  What are some mistakes made when stating a firm strategy? 2) Canvas Discussion (Angie's List) Now more and more companies provide digital content. In the case, Angie's List charged its customers for accessing reviews. This case indicates that Angie's List (AL) faced a declining growth rate of member numbers. To solve the problem, AL decided to provide a tier of free membership. It also provides paid subscriptions for customers who seek additional benefits. Since customers can only access part of its digital content and services for free, this access is called partially free access. Some companies, like Facebook, just provide totally free access, that is, customers can access all services and digital content for free. However, some companies, such as New York Times, Netflix, and Youtube TV,  do not allow customers to access their services and digital content until customers pay the membership. This is called totally paid access.  Totally free access, partially free access, and totally paid access are the three common methods companies are using to acquire customers. The three methods have their own pros and cons. Based on your knowledge and experience, in what conditions companies need to use totally free access, partially free access, or totally paid access? Please explain.  [Note] Your reply or response must have more than 50 words. Short replies, such as “I agree with you,” “You made a great point,” and “I like your comment,” and repeated content will receive ZERO because these replies cannot reflect your critical thinking. In addition to providing your answers, you can comment on other's responses. 1 point is for your direct response to the question. 1 point is for your comment on other students' responses.  1 extra point is for one "reply" to your response or comment. 3 ) The Chase Sapphire portfolio contains the Sapphire card (which carried no annual fee), The Sapphire Preferred card (which carried a $95 annual fee), and the Sapphire Reserve card (which carried a $450 annual fee). Exhibit 5 in the case presents detailed information on these three cards. Based on Exhibit 5, should Chase continue to support the consumers on the no-fee product (the Sapphire card), or should they migrate them to Preferred or Reserve? Please provide your suggestions on managing the Chase Sapphire portfolio. Note]

Instructions By now, you should be familiar with several different advertising and promotion methods that firms use to reach their customers (television commercials, radio advertising, direct mail, magazine ads, billboards and other outdoor media, newspaper, email, online banners and pop-ups, search engines, publicity, events, etc...) Begin this group discussion by identifying at least two different ads/promotions representing two completely different advertising and/or promotion methods to form the basis for your first post. Initial Post  Link, attach or describe at least two different ads/promotions representing two completely different advertising and/or promotion methods and discuss how you believe consumers respond to these different media approaches. Think about attitudes, physical responses, and motivation.

About crumbl cookies Explain how you will use paid social to help achieve your social media objectives given your social media strategy. You must tie in your objectives and your personas. Describe the type(s) of ads you will run, provide visual examples. 

Review/skim the chapter that the students are summarizing. Tell them what you learned, what you liked about their presentation, and what you would have liked to learn more about. Feel free to include any further research on the topic with external links, etc. Link to the presentation : https://www.dropbox.com/scl/fi/5m5dr1ayzlikn3pvlnp...