What changes were made to the marketing formula in entering this market? What other changes were needed? Cite at least three examples, linking each one to a marketing “p.” You can repeat “Ps” more than once.

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Required Resources

Text Chapters

White, S. (2012). Principles of marketing [Electronic version]. Retrieved from https://ashford.content.edu

Chapter 7: Target Markets

In this chapter, we will discuss consumer buying behavior and its various influences. Key concepts:

  • Sociocultural influences
  • Segmentation, Targeting, and Positioning (STP)
  • Customer Relationship Management (CRM)
  • References group
  • Maslow’s hierarchy of needs

In the targeting case study, RC Willey Home Furnishing, you will learn how this company used leading-edge analytics such as data-driven marketing and trigger marketing in order to maximize marketing efficiency.

Chapter 8: In the Environment: Actors and Forces

In this chapter, we will discuss the impacts of the global business environment in terms of cultural, technological, economic, and political factors that may either create opportunities or threats for marketers. Key concepts:

  • Sociological and cultural influences
  • Media convergence
  • Growth in emerging nations
  • Generational cohorts
  • Sustainability
  • Retail ethnography

In the marketing environment case study, we’ll explore how a small Italian accordion manufacturer has survived despite the decline in the instrument’s popularity since its 1940s heyday. The secret lies in the ability to understand the impact of sociological, cultural, political, and legal factors and make the necessary adjustments in marketing approach..

Multimedia

Former CEO, Angela Ahrendts, on the repositioning and revitalization of the Burberry brand.

Recommended Resources

Learn about the importance of authenticity and partnerships in building a brand:

Cunningham, B. (2015, September 28).#Smallbizhowto: Authentic branding on a budget. Retrieved from http://onforb.es/1iWNGib

Tour the aisles of Target and learn how data analysis drives retail pricing, merchandising and promotional strategies:

Fishback, D. (2012). How retailers get you to buy.[Online video]. Retrieved fromhttps://youtu.be/VcGR5dPpeME

How Ikea leverages “customer listening”, brand evangelists (& sleep overs!) in their marketing:

Green, L. (2012). Behind the IKEA brand. [Onlinevideo]. Retrieved from https://youtu.be/nxbaq8aPy5g

Learn about the effects of a society’s culture on the values of its members and the six key dimensions across which it can be analyzed:

Hofstede, G. (2007). Hofstede’s dimensions of culture in international markets. Journal of Business Research, 60(2007), 277-284

A $7 million neuromarketing study reveals what really gets us to buy (& why sex doesn’t sell!):

Lindstrom, M. (2010). Buy ̵ ology: Truthand lies about why we buy. New York City, NY: Crown Books

DISCUSSION 1

DISCUSSION 2

 Foreign Market Entry Podcast

As you are likely aware, your internship brand doesn’t just do business in the U.S. So, in this interactivity, we’re going to research their past entry into a foreign market. But rather than writing about it, we’re going to talk about it — by creating a short podcast.

Guided Response:

1. Identify a specific country to analyze your brand’s entry into

    • First identify the countries your mentor marketer does business in. Or did. Check out the corporate website. Or the latest annual report.
    • Then search your brand in business periodicals such as Forbes in conjunction with country names or terms like “foreign” or “international.” See which markets have been written about and select one.

2. Research your chosen market to answer these questions:

    • When did your mentor marketer enter this foreign market?
    • What specific challenges did entering this market present? (e.g., cultural norms, language barriers, local competition, government regulations, economic conditions, etc.). Identify at least three.
    • What changes were made to the marketing formula in entering this market? What other changes were needed? Cite at least three examples, linking each one to a marketing “p.” You can repeat “Ps” more than once.
    • How successful was the entry into this market? Is the brand still in the market?

3. Identify and create proper APA citations for 3+ different sources.

    • Try to explore different types of sources (periodicals, videos, annual report, etc.). Tap the Forbes archive and other Ashford University resources as needed.
    • As you will be creating a podcast, in-line citations are not required, but you will need to document your sources.

4. Script (or at least outline) for your podcast.

    • Be sure to introduce yourself and identify your mentor marketer and the relevant market before answering the questions above.

5. Record your podcast with SoundCloud.

    • SoundCloud provides the means to record and share a link for free.
    • Consult our step-by-step Creating Your Soundcloud Recording tutorial.

6. Post your podcast link and APA formatted sources to forum below.

7. Listen and react to three peer podcasts.

    • Which P do you think was the most important factor in the failure or success of the market entry they described? Why?

I Need Help! I Can Help!

Got questions about foreign market entry, SoundCloud or this assignment? Or maybe a helpful tip to share? Please post to our week 4 help forum, so others can benefit!

FAQs

Do I have to use my internship brand for this assignment?

  • Please try to, as this will further your understanding of the brand.

Do I have to use Soundcloud

  • No, but you will need to post an accessible link to your podcast.

View online tutorial

Custer, C. (2011, August 26). What’s wrong with Groupon in China? Techinasia.com. Retrieved from https://www.techinasia.com/whats-wrong-with-groupon-in-china (Links to an external site.)Links to an external site.Groupon. (n.d.). Retrieved January 25, 2016, from https://en.wikipedia.org/wiki/groupon (Links to an external site.)Links to an external site.Kumparak, G. (2011, October 31). How Groupon Is Losing China.TechCrunch.com. Retrieved from http://techcrunch.com/2011/10/31/how-groupon-is-losing-china/ (Links to an external site.)Links to an external site.Zhu, J. (2011, November 4). 4 mistakes behind Groupon’s failure in China.Techinasia.com. Retrieved from https://www.techinasia.com/4-mistakes-behind-groupons-failure-in-china (Links to an external site.)Links to an external site.

Which areas of your draft do you think will benefit most from revision? (2-3 sentences) Sophia says: Consider the organization, style, focus, development, and conventions of your draft. Which areas did you struggle to complete?

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Touchstone 3: Informative EssayASSIGNMENT: Select ONE of the following writing prompts and complete a a 3-5 page (approximately 800-1300 words) informative essay. As a part of your completed draft, complete the color coding activity described below. In addition, answer the “Think About Your Writing” questions on a separate sheet of paper and include it with your draft submission.In order to foster learning and growth, all essays you submit must be newly written specifically for this course. Any recycled work will be sent back with a 0, and you will be given one attempt to redo the touchstone.Note: Touchstone 4 will be a revision of the draft that you submit for Touchstone 3.Sample Image Analysis Essay: Prompt ASample Extended Definition Essay: Prompt B

A. Instructions

Choose ONE of the following prompts for your informative essay.PROMPT A: IMAGE ANALYSIS: Although we look at print advertisements every day, we often do not consider the ways in which they affect us. Visual images in ads can influence and persuade us, so it is important to evaluate them critically to understand their meanings. Good image analysis involves examination of the components of an image to gain an understanding of the whole.Select an advertisement to analyze. The advertisement you choose should be directed towards a specific audience. To identify the intended audience, think about the members of the potential audience for the advertisement that you have chosen. Who are they? Ads for a beauty product, for example, may be aimed at young girls; ads for a deodorant might target men; a diaper commercial is likely intended for new parents; ads for cruise trips might be aimed at retirees. You can use any academically-appropriate advertisement to complete this assignment, as long as its intended audience is clearly identified.Your thesis must inform the reader of your topic and purpose. Because you are writing in the informative mode, use objective language and a neutral point of view.Draft an analytical essay that examines the audience, context, and purpose of the advertising image you’ve chosen. Read the article by Jenna Pack titled “Breaking Down an Image” for ideas about how to write an image analysis. Your analysis should lead to a conclusion about the ad’s effectiveness, based on examination of its components. Include the image with your draft.PROMPT B: EXTENDED DEFINITION: Define or redefine one of the following words:

  • Family
  • Success
  • Courage
  • Art
  • Beauty

In your draft, briefly explain how society, or the dictionary, defines the word you’ve selected, and then explain your unique or extended definition of the word. Provide examples and explanations to support your definition. Your thesis must inform your readers of your new definition and, because you are writing in the informative mode, you must use objective language.

Draft an extended definition essay that defines or redefines a word or concept. Read the article by Dan Richards titled “Digital Ethics” for ideas about how to write an extended definition essay.

B. Think About Your Writing

As a part of your completed draft, complete the color coding activity and include answers to all of the questions below your draft.PART 1: Color Coding Activity:Using the color codes provided, evaluate your draft as follows:

  • Use red text to indicate your thesis statement.
  • Use green text to indicate the topic sentence of each body paragraph.

Part 2: Questions

1. What is the significance of your essay? Why should readers care about what you have written? (2-3 sentences) Sophia says: Think about why you decided to analyze this particular image, or why you picked the word you chose to define. Your interest in in your subject matter should be clear to readers.

2. Which areas of your draft do you think will benefit most from revision? (2-3 sentences) Sophia says: Consider the organization, style, focus, development, and conventions of your draft. Which areas did you struggle to complete?

3. Consider the strengths and weaknesses of your writing. How can you capitalize on your strengths and improve on your weaknesses in future essays? (3-4 sentences) Sophia says: Think about what was easy about writing the draft, and what was more difficult. For example, if you write paragraphs with strong topic sentences, but repeatedly use the same type of sentence to provide supporting details, you can improve your paragraphs by varying sentence structure.

C. Informative Draft Guidelines

DIRECTIONS: Refer to the checklist below throughout the writing process. Do not submit your Touchstone until your draft meets all of the guidelines. Print this checklist!

Essay Prompt: Image Analysis

❒ If you chose the image analysis prompt, have you analyzed and interpreted — and not just described — the ad’s design?❒ Have you made conclusions about the audience and effectiveness of the ad?❒ Did you include the image in your draft?❒ Did you complete the color-coding activity?❒ Is your draft 800-1300 words long?

Essay Prompt: Extended Definition

❒ If you chose the extended definition prompt, did you indicate how society defines the word you selected, and then explain your definition (or an extended definition) of it?❒ Have you included examples and explanations to support your definition?❒ Did you complete the color-coding activity?❒ Is your draft 800-1300 words long?

Working Thesis

❒ Have you included a clear, focused, and detailed thesis statement?❒ Does your thesis state the topic and purpose of your essay?❒ Is your thesis a single sentence, and is it located in the introductory paragraph?

Focus and Organization

❒ Is there an adequate number of body paragraphs, each with a clear topic sentence?❒ Is there a conclusion paragraph that makes a concluding statement?❒ Are your draft paragraphs sequenced properly?❒ Have you used transitions to connect ideas between sentences and paragraphs?❒ Can your draft be described as having a good flow?❒ Does your draft have a clear focus?❒ Are all supporting details relevant?

Style and Tone

❒ Is the tone of your draft unbiased and informative?❒ Is it clear that the purpose of your essay is to inform readers about your topic?❒ Have you carefully considered your word choices?

Conventions

❒ Have you checked your draft for grammatical errors?❒ Have you used Spell-Check or another method to check spelling?❒ Have you punctuated your draft correctly?

Before You Submit

❒ Have you included your name, date, and course at the top left of the page?❒ Have you completed the “Think About Your Writing” questions and color coding activity?❒ Is your draft between three and five pages long (approximately 800-1300 words)

D. Scoring

Your draft will be scored according to the Touchstone 3 Rubric, which considers required elements for either the analysis essay OR the definition essay, the thesis statement, organization, style and tone, focus, conventions, completion of the color-coding activity and answers to the “Think About your Writing” questions above.

Develop an employee compensation and benefits package for this new position. Support your ideas for the compensation/benefits package.

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This assignment consists of two (2) sections: a narrative and a PowerPoint presentation. You must submit two (2) sections for the completion of this assignment. Label each file name according to the section of the assignment it is written for.

Note: For additional information on how to submit more than one file for an assignment, follow the instructions in the document “How to Submit Multiple Files for an Assignment”, located here.

Imagine that you have just been hired by a new company as the director of the HR department. You have been tasked to hire a new secretary for the department and to develop an employee compensation and benefits package that will be used for that position upon hire. Develop a PowerPoint presentation to present this information to your Vice President. Go to the Bureau of Labor Statistics’ (BLS) Website, located at www.bls.gov, for information regarding organizations and pay in your geographical area.

Section 1: Narrative

Write a two to three (2-3) page paper in which you:

  1. Choose the type of organization for which you are designing the package.
  2. Develop an employee compensation and benefits package for this new position. Support your ideas for the compensation/benefits package.
  3. Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.

Section 1 of your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

Section 2: Presentation

Create a twenty (20) slide PowerPoint presentation in which you:

4. Provide an overview of the employee compensation and benefits package that you developed in the narrative portion of this assignment.

5. Determine if the employee will be exempt or nonexempt and discuss how overtime will be handled.

6. Suggest other benefits that might be considered within the next few months to enhance employee performance and provide job motivation.

7. Provide information on how government regulations will influence the compensation.

8. Examine data from two (2) organizations listed in the BLS Website with packages similar to yours, focusing on salary, compensation, and benefits in order to convince upper management that your package should be accepted and implemented.

9. Describe how the competitive compensation and benefits package will align with the HRM strategy.

The specific course learning outcomes associated with this assignment are:

  • Design training and development systems to improve employee performance.
  • Develop competitive compensation and benefits packages that align with HRM strategy.
  • Use technology and information resources to research issues in strategic human resource development.
  • Write clearly and concisely about strategic human resource development using proper writing mechanics.

Use the following scenario for the Week One through Four individual assignments: You are the systems administrator for Cybixx, a manufacturer and distributor of vending machines. Cybixx currently has three facilities and is looking to expand to a fourth.

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System Scenario

Use the following scenario for the Week One through Four individual assignments:

You are the systems administrator for Cybixx, a manufacturer and distributor of vending machines. Cybixx currently has three facilities and is looking to expand to a fourth.

As a Systems administrator, you are responsible for all server hardware and software, all client desktop hardware and software, and all networking equipment. You are also responsible for the creation and maintenance of the documentation for all systems.

Cybixx current infrastructure and facilities:

Atlanta, Georgia – Headquarters. Cybixx uses a partially centralized IT infrastructure. The systems location at the Atlanta office include:

5 physical Windows 2012 R2 servers 10 HYPER-V Windows 2012 R2 hosts running 78 Windows 2012 R2 guests DNS Services DCHP Services Active Directory Services A network 20 Mbs connection to the Cybixx MPLS cloud A 100 Mbs internet connection 25 Windows 10 desktopsBoise, Idaho. Cybixx has a Distribution Center located in Boise, Idaho. The Distribution Center include:

2 physical Windows 2012 R2 servers for file service and printing 10 Windows 10 desktops A 10 Mbs network connection to the Cybixx MPLS cloudBoulder, Colorado. Cybixx has a Distribution Center located in Boulder, Colorado. The Distribution Center include:

2 physical Windows 2012 R2 servers for file service and printing 10 Windows 10 desktops A 10 Mbps network connection to the Cybixx MPLS cloudFuture Expansion: Cybixx has purchased a building for new Distribution Center in Akron, Ohio. It is the Systems Administrator’s job to extend IT services to this location and update the company’s IT landscape appropriately.