( I would like 10 pages on the revised version of Section 1.)
(Section 1) Abstract
Halkias (2004) stated that Wal-Mart has been accused of preferential treatment of some and the lack of equal opportunity for others (females).
Wal-Mart is seen by its employees for not concentrating on its ethics violations (Duke vs. Wal-Mart). Wal-Mart has addressed the problem of keeping unions out with great zeal, drags out ligation employees can not afford in court.
Unions continue to fight for employees rights with little success. It has been noted that the Class Action Lawsuit (Duke vs. Wal-Mart) has advanced out of the House of Representatives and now goes to the Senate for final approval, this bill will address employee rights to choose or not choose unions.
Wal-Mart?s policies and directives have huge consequences when not followed, managers and board members carry out these policies with out ever asking questions.
Wal-Mart?s grievance procedures are of little help to employees, and when the file a grievance, usually the find retaliation and are eventually fired.
Employees that have no other alternative for grieving their case usually just accept what ever is handed down. Employees with no other avenues for jobs and have families will not file grievance or make trouble. Cox (2001) stated employees say that the grievance system, the policy of the ?open door policy? was actually used against them, to identify ?troublemakers? so that they could be targeted for termination.
Example: The current large class action suit is named for Betty Duke and the story reflects the inadequacy of Wal-Mart policies to address equity and other conflict: ?Betty Duke, a 52-year-old African-American woman who still works at Wal-Mart. First hired by the company in 1994 as a part-time cashier in Pittsburg, California, she was an eager employee with a sincere admiration for founder Sam Walton's "visionary spirit."
A year later, with excellent performance reviews, she was given a merit pay raise and a full-time job. Two years later, after being promoted to the position of customer service manager, she began encountering harsh discrimination from her superiors; she says she was denied the training she needed in order to advance further, while that same training was given to male employees.
When Dukes complained about the discrimination, managers got back at her by writing her up for minor offenses like returning late from breaks, offenses routinely committed by her white and male co-workers, who were never punished, she says. When she kept complaining, she was denied a promotion and finally demoted back to her cashier job. She went to the Wal-Mart district office to complain, but the company did nothing. Being demoted was not just humiliating: It deprived Dukes of other promotions, and her cashier job offered fewer hours and a lower hourly wage. When she was once again eligible for promotion, four new management positions, none of which had even been posted, were filled by men? (Featherstone, 2004). This indicates that it has been impossible to work out conflict management through established Wal-Mart channels.
Deborah Gunter was working at Riverside, California for thirty years always being faithful to Wal-Mart, but when she when against Wal-Mart?s policies and procedures she soon found out where she really stood. Deborah Gunter was transferred to the Tire Lube Express Department and did the work faithfully, even training a male employee in her department that eventually took over her responsibilities, when she complained her hours were reduced and eventually fired (Featherstone, 2004). Wal-Mart continues to violate ethics of its employees with little regard for government intervention, but that is about to change.
Section 1: Foundation of the Study
The Foundation of this study centers on Wal-Mart?s disregard for human dignity and continued violations of employee rights and morale. Wal-Mart has little regard for lawsuits and the organization and top management hire employees with no education or experience, and when employees complain its usually their last complaint at the retailing giant. On behalf of 1.6 million women who worked at Wal-Mart from 1998 to 2001 Betty Duke has filed a class action lawsuit that eventually made it all the way up to the Highest Court in the United States and is known as (Betty Dukes vs. Wal-Mart Stores, 2004)
Background of the Problem
If you were hired by Wal-Mart would you feel comfortable knowing that this giant retailer has a bounty on your head if you die in the form of Death Benefits that Wal-Mart only enjoys when you pass on?
The (Betty Duke vs. Wal-Mart Stores, Inc, 2004) class action lawsuit brings out more dark secret company policy issues that Wal-Mart has been hiding from their consumers and the public. This issues will take center stage when the United States Senate takes up the issue of unionization of employees rights to choose their union or not. At center is the ethics violations that employees have endured throughout their employment with the retailing giant, loss of dignity and morale by female employees who have chosen to stay because there are no other job opportunities. Wal-Mart is clever at effectively shutting down competition in surrounding communities and then hiring their employees at a lesser wage. Selling products cheap and hiring workers for less is a Wal-Mart policy norm that is violating employees working ethics.
Bhatnagar (2004) wrote of ethics violations by the retaining giant that "In 1999, women constituted 72% of Wal-Mart's hourly employees, but only 33% of its managerial employees."
According to the Berkeley Women's Law Journal in (2004), Wal-Mart paid its employees about one-third less than what similarly unionized employees earn. A hourly pay violation by The Federal Fair Labor Standards Act accuses Wal-Mart of working its employees overtime, then bringing in management to adjust the time sheets. Working ethics violations still continue and employees are still suffering from the retailing giant who will stop at nothing just to make a dollar.
Wal-Mart is the largest retail store in the United States. Brownstein (2005) wrote of still more violations of Wal-Mart?s quest of reducing the costs payroll. Paying 20% percent of their weekly salary for health insurance that has no teeth is still another violation of Wal-Mart?s ethics. Brownstein stated that on average a Wal-Mart employee earns $8.00 per hour, with an average take home paycheck of about $256.00, which equates to a yearly salary of $13,312.00, when the poverty level in America is $14,630.00. Brownstein (2005) brought out more violations in the healthcare of Wal-Mart employees, stating that in the last 12 years, Wal-Mart has been raising the costs of premiums for the its Wal-Mart employees by 200%.
Featherstone (2004) wrote about Wal-Mart?s management receives handbooks upon joining the company and part of the handbook guides managers in ways to pick and choose employees along with ways to inspire them in helping keep the company union-free. The company that was founded on Sam Walton's old fashion values of putting people first seems to be at a crossroads. Do they continue down the road that has put them in this position, or does management take a good hard look at where the company is headed?
Problem Statement
One strategy that Wal-Mart practices is work hours of employees, Biddle (2004) pointed out that the retailing giant?s favorite system of keeping employees from joining unions was limiting full time employees from 40 to 32 hours per week, this prevents them from joining unions.
In addition to part-time employees not having any rights in joining unions, full-time employees are not paid over-time pay when the work extra hours. Bhatnagar (2005) inserted that Wal-Mart employees are forced to work off the clock to avoid over-time pay. These types of ethics violation has been going on for years. Sellers (2005) found that Fair Labor Standard Lawsuits have been filed in many states, some of been settled to avoid other employees from doing the same thing. Wal-Mart continues to buy clothes and other items cheap, regardless of the ethics violations, recently a story appeared on television that showed Wal-Mart buying clothes made by children who are paid next to nothing (Sellers, 2005).
Wal-Mart first came out with the slogan of satisfying the customers and employee dedication. Employee dedication was keeping the employees happy by paying them a fair wage and offering good benefits to them, this all changed when Sam Walton died, and along with him consumer and employee satisfaction.
Wal-Mart continues to violate employee rights by reducing their hours, making them part-time employees and preventing them from joining unions (Biddle, 2004).
General business problem
Wal-Mart?s general business problem is the laws passed to protect people?s rights, and that includes Wal-Mart employees, who are still suffering under Wal-Mart?s methodology of selling cheap and paying low wages. If the United States Senate passes the Employees Right to Choose Unionization or not, regardless this will give the employees the freedom to choose without fear of being fired. The Human Rights Watch said Wal-Mart has strategies that the Watch Group said is illegal and violates employee?s rights.
According to the Huston Chronicle (2002), Jane Sims never knew her husband was insured by Wal-Mart, until she discovered that Wal-Mart took out a Death Insurance Policy on him. Jane Sims never got a dime of that money, and had to pay for the funeral expenses of her beloved husband Douglas Sims who died in 1998. Wal-Mart received $64,000 from Douglas Sims death, and gave nothing to his widow.
Your specific issue/problem
Wal-Mart violations of employee working ethics and violations of their basic human rights has become an issue in every community Wal-Mart locates in. Wal-Mart is considered a business killer when it locates to these communities. Systematically closing small Mom and Pop Stores then hiring their employees for less, and in most cases part-time to prevent them from unionizing. The (Betty Duke vs. Wal-Mart Stores, Inc, 2004) sets out to change some of these violations of employee?s basic ethical rights.


Section 2: The Project ( I would like 5 pages on this project) (This project is on Wal-Mart)
Section 2 of your Prospectus is due this week. You will incorporate any feedback you have received up to this point that affects Section 2, and you will submit a revised version of Section 1.
Section 2 of the Prospectus centers on describing the project. Be sure to include the following aspects:
? Restatement of the project purpose and research question(s)
? Description of the analytical methodology
o Provide the theoretical and research foundations of the project design (methodology and context).
o Identify data that you might need to collect and a preliminary plan for collecting those data.
o Discuss statistical tools or processes you could use to analyze data.
o Identify the appropriate variables in the context of the study.
Section 1 (revised) should be approximately 8?10 pages in APA format. Section 2 should comprise 3?5 pages in APA format.

(This project is on Wal-Mart)
Section 2: The Project
Text begins here. Provide a one or two paragraph introduction to Section 2. This introduction should provide a clear outline of the Section.
Purpose Statement
Text begins here. Begin Section 2 by reminding readers of the purpose of the study. Do your best not to copy and paste word for word from Section 1; instead, vary your language slightly to keep your reader engaged but ensure facts are accurate.
Role of the Researcher
Describe the role of the researcher in the data collection process in this subsection.
Participants
Text begins here. Discuss procedures for gaining access to participants, establishing a working relationship with participants, and measures to be taken to assure that the ethical protection of participants is adequate. Note: if participants are not used in the study, just note N/A and why.
Identify sample type: random, purposive, stratified, or other and fully describe the participant selection and geographical location.
Research Method and Design
Text begins here. The research method and design includes (a) a description of the research method and design, (b) provides justification for using the method and design, and (c) derives logically from the applied business problem statement. The method and design should be appropriate to researching the problem statement. Note: this subsection should be a significant expansion of the discussion on the Nature of the Study in Section 1.
Method
Text begins here. Identify and justify the use of a specific research method, indicate whether the research project uses quantitative, qualitative, or mixed methods (hybrid), why it was selected, and why other methods were not selected. Expand on the discussion in Section 1.
Research Design
Text begins here. Identify and justify the use of a specific research design within a research method. Discuss why it was selected, and why other methods were not selected. Finally discuss why this design is appropriate to the problem being studied. Expand on the discussion in Section 1.
Population and Sampling
Text begins here. This section (a) describes the population from which the sample will be drawn; (b) describes and defends the sampling method including the sampling frame used, using appropriate methodology references and concepts; (c) describes and defends the sample size using appropriate methodology references and concepts; (d) describes the eligibility criteria for study participants; and (e) describes and explains the relevance of characteristics of the selected sample.
Criteria for selecting participants are specified and are appropriate to the study. There is a justification for the number of participants (in accordance with the qualitative design/approach chosen) which is balanced with depth of inquiry. The fewer the participants used in the study, the deeper the inquiry per individual. If appropriate, the rationale for specific types of subjects/representation in sampling is provided. Criteria for selecting participants are specified and are appropriate to the study.
Note: Discuss sampling techniques such as purposive, convenience, random, or stratified sample (subsets might include age, race, gender, or experience).
Data Collection
Instruments
Text begins here. This section presents: (a) Descriptions of instrumentation or data collection tools to include the name of the instrument, the type of instrument, concepts measured by the instrument, how scores are calculated and their meaning, processes for assessment of reliability and validity of the instrument(s), processes needed to complete instruments by participants, and where raw data are or will be available (appendices, tables, or by request from the researcher). (b) Includes a detailed description of data that comprise each variable in the study. (c) Addresses appropriate psychometric properties of the scale used. (d) Discusses strategies used to address threats to validity, test-retest reliability, internal consistency, among others. (e) Finally discuss any adjustments or revisions to the use of standardized research instruments that were made.
Note: If you develop your own instrument, it must be piloted and validated. Some surveys may be purchased from http://buros.unl.edu/buros/jsp/search.jsp. Survey Monkey can be used to develop surveys or interview questionnaires ? see http://www.surveymonkey.com.
Data Collection Technique
Text begins here. Describe the technique used to collect data such as a survey, interview, observation, site visit, video recording, a sample of existing data or records and so on. In addition, describe the process of how data will be collected. For example, will a pilot study be used prior to the study? Finally, provide a list of any interview or survey questions used, which may be referenced here and placed in the Appendix.
Data Organization Techniques
Text begins here. Describe the systems use for keeping track of data and emerging understandings such as research logs, reflective journals, and cataloging systems. Describe how data will be secured, how long data will be stored, and how its subsequent disposition.
Data Analysis Technique
Text begins here. Data analysis logically and sequentially address all research questions or hypotheses, where appropriate, outcomes of hypothesis-testing procedures are clearly reported (e.g., findings support or fail to support, and do not contain any evident statistical errors. Describe how data will be analyzed such as using software tools such as NVivo, SPSS, Excel, and so on. Describe in detail any data coding used. Finally, overall, data analysis (presentation, interpretation, explanation) is consistent with the research questions or hypotheses and underlying theoretical/conceptual framework of the study.
Reliability and Validity
Reliability
Text begins here. Discuss both the reliability of the study and the reliability of the instruments or interview / survey questions used.
Validity
Text begins here. Discuss both the internal and external validity of the study.
Transition and Summary
Text begins here. This section summarizes Section 2 and the gives an overview of the next section.

Learning outcomes and pass attainment level:

Creatively and critically apply branding and marketing communication theories.
Critically evaluate and apply appropriate marketing communications method(s) to given business scenarios.
Develop and justify effective brand and communications plans

In order to gain a good pass for this assignment at this level students are expected to pay attention to the following:

Structure and clarity of expression
The fundamental features of well-structured work are expected as the norm at this level. There will be proper attention to the type and style of the assignment ??" a marketing communications analysis and plan - and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though multiple complex issues are addressed and be produced to a high professional standard.

Content and understanding
Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important. Capable students will demonstrate an authoritative, comprehensive awareness of the current level of performance of the chosen organisation and an equal appreciation of the relevant contemporary marketing communications issues they face. It is expected that students will demonstrate the significance of these particular issues and how they contribute to an informed, critical review of the present situation of the case.

Analysis/Evaluation
Students should demonstrate an ability to identify and critically evaluate the key issues which are most relevant to the successful development of a future marketing communications strategy for the organisation. It is expected that students will show their ability to appraise and evaluate the current market situation for their chosen organisation, including the challenges it faces and the suitability of prospective strategies to fit those conditioning factors and be inclusive of the needs of the range of stakeholders involved using appropriate concepts, theories or frameworks.

Reading/Research and Referencing
Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights. It is expected that reading and research will reflect the contemporary nature of the module and the case context. The proper, accurate presentation of quotations and references and research data is expected and inaccuracies will be penalised, as will the over-reliance on a single source, poor quality and unreliable sources or limited sources of information.

Application to industry
Students should demonstrate the ability to integrate theory into practice and increasing abilities to suggest viable solutions to the challenges of the case organisation within the reality of the sector and the marketing communications environment in which it operates also demonstrating the ability to develop a realistic and viable strategic vision in the industry context.

Synthesis and Originality
Students should be developing the ability to demonstrate the advanced skills of synthesis, providing solutions to unpredictable professional situations when necessary and offering both creativity and originality whenever possible to meet that challenges presented by the case study.

?


Title
Case study: Communicating credentials


Objective

This assignment has been designed to allow students the opportunity to explore the numerous marketing communications issues of the contemporary business environment by applying their knowledge gained on this module over the term to a specific case.

Learning outcomes

On completion of the assignment students should be able to demonstrate their ability to:
o Creatively and critically apply branding and marketing communication theories.
o Critically evaluate and apply appropriate marketing communications method(s) to given business scenarios.
o Develop and justify effective brand and communications plans


Hand-in procedure

Please follow University policy regarding the handing in of assignments and ensure that your assignment is handed in on time and that you retain a copy of the assignment for yourself together with the receipt.

Mode of working

This is an individual assignment and University policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained an unfair advantage.

Task

Read the case Communicating credentials included with this assignment brief.

As can be seen from case information provided, the case provides a snapshot of certain aspects of the Fairtade organisation and Fairtrade certified goods and of the issues related to goods that carry some sort of sustainability certification. You work for the Divine chocolate brand. You have been asked by your marketing manager to evaluate the current state of the marketing communications of the Divine chocolate brand including an assessment of its brand image/equity, its relative position in its market sector and the influence and use of Fairtrade certification on its communications. Building on the results of your analysis, propose a new viable communications plan including an appropriate aim and feasible objectives for the Divine brand, indicating the relevant strategic and tactical communications considerations required for the implementation of your communications plan.

In order to complete this task students are expected to demonstrate their depth of knowledge and understanding via:

their ability to evaluate relevant marketing communications issues
their ability to critically apply their understanding of marketing communications to their case context
their ability to concisely convey relevant information within the required format
the quality and variety of their reading and research to support their case analysis
their ability to propose a credible and viable marketing communications plan

In order to prepare effectively for the assessment it is expected that students will attend all the lecture sessions and pay particular attention to the advice and guidance given at the assignment launch and feedforward sessions as indicated in the module guide.



Format for the submitted work

The assignment will be submitted as a marketing communications plan and be presented in polished professional manner complete with a contents page, and with each section clearly identified and a final references section. The standard conventions of the required writing style will be followed, including the overall presentation of the work and the use and inclusion of supporting references and quotations within the text when appropriate. University policy regarding the presentation of the final references section must be followed. The maximum word count will be 3000 words +/- 10%. No appendices should be included.

Weighting

This assignment carries a weighting of 100% for the Brand and Communications module.


Assessment criteria

In order to gain a good pass for this assignment at this level students are expected to pay attention to the following:

Structure and clarity of expression
The fundamental features of well-structured work are expected as the norm at this level. There will be proper attention to the type and style of the assignment ??" a marketing communications analysis and plan - and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though multiple complex issues are addressed and be produced to a high professional standard.

Content and understanding
Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important. Capable students will demonstrate an authoritative, comprehensive awareness of the current level of performance of the chosen organisation and an equal appreciatin of the relevant contemporary marketing communications issues they face. It is expected that students will demonstrate the significance of these particular issues and how they contribute to an informed, critical review of the present situation of the case.

Analysis/Evaluation
Students should demonstrate an ability to identify and critically evaluate the key issues which are most relevant to the successful development of a future marketing communications strategy for the organisation. It is expected that students will show their ability to appraise and evaluate the current market situation for their chosen organisation, including the challenges it faces and the suitability of prospective strategies to fit those conditioning factors and be inclusive of the needs of the range of stakeholders involved using appropriate concepts, theories or frameworks.

Reading/Research and Referencing
Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights. It is expected that reading and research will reflect the contemporary nature of the module and the case context. The proper, accurate presentation of quotations and references and research data is expected and inaccuracies will be penalised, as will the over-reliance on a single source, poor quality and unreliable sources or limited sources of information.

Application to industry
Students should demonstrate the ability to integrate theory into practice and increasing abilities to suggest viable solutions to the challenges of the case organisation within the reality of the sector and the marketing communications environment in which it operates also demonstrating the ability to develop a realistic and viable strategic vision in the industry context.

Synthesis and Originality
Students should be developing the ability to demonstrate the advanced skills of synthesis, providing solutions to unpredictable professional situations when necessary and offering both creativity and originality whenever possible to meet that challenges presented by the case study.

In order to obtain higher grades students should consider the following:

the ability to demonstrate creativity and critical analysis in the provision of original solutions
the ability to demonstrate greater depth of knowledge and understanding through wide reading and varied research activities and the appropriateness of theory for understanding and developing feasible responses to real sector-based scenarios and problems


Case: Communicating credentials

There are at least 100 different eco-labelling schemes in the EU each competing for the attention of the consumer while serving to validate the sustainability credentials of the products they endorse. Yet such a proliferation of certification schemes, while emphasising the growing importance of sustainability claims as a part of the consumer decision-making process, may only result in confusing the prospective consumer and reducing any potential competitive advantage that the brand could have enjoyed.

Among the many competing accreditation schemes the FAIRTRADE Mark stands out as a cut above the rest. Some consumers believe there are no real differences between the certification schemes, while other consumers perceive that some schemes concentrate more on improving welfare for farmers and supply chain stakeholders in general while other schemes appear to have a more environmental bias. These perceptions are only partly accurate and a reflection of the marketing communications of each of the organisations and their participants.

Despite the confusion between the leading certification brands, the FAIRTRADE mark would still be considered by many to be the market leader with currently over 1 billion in sales, which are growing year on year, and a number of major brand names have been added to its increasing portfolio. Although the figures are encouraging there is still much room for improvement and growth of Fairtrade as fairly traded goods still only represents less than 1% of global trade.

In March 2010 Sainsburys supermarket announced it was the worlds largest Fairtrade retailer, claiming to have sold 218 million worth of Fairtrade goods during 2009. In December 2006 when Sainsburys declared that all its banana supplies would be Fairtrade certified, it was biggest ever commitment to date by a single company anywhere in the world. In 2007 Sainsburys set up the Fair Development Fund to enable more producers from developing countries to become Fairtrade certified. The fund is run in partnership with Comic Relief and has already helped producers in Uganda, Malawi, Mozambique and Zambia. The impact of just buying a single Fairtrade product can be significant. Now Sainsburys sells 1,200 Fairtrade bananas a minute creating 4 million in Fairtrade premiums each year. Besides bananas, many of Sainsburys own label products are Fairtrade such as, roast and ground coffee, sugar and tea. Sainsburys Red label tea generates around 1.4 million in Fairtrade premiums each year benefitting communities in Malawi, Kenya and Southern India. However, consumers are still more likely to identify the Co-operative supermarket as the most ethical supermarket despite Sainsburys outselling them and their other ethically positioned rivals Waitrose and Marks and Spencer.

Different certification schemes have different aims and objectives and may not be equally attuned to all aspects of sustainable business practice. A close inspection of schemes reveals key differences exist between the rival certifications regarding pricing of commodities and the interpretation of fairer economics in the supply chain, environmental policy, promotion of social policies, working conditions and workers rights including union membership, qualifying percentage of certified ingredients in products, inspection regimes and overall level of required compliance with regulations.

Another important aspect worth considering is the degree of independence of the certifying body. A certification scheme with industry domination of the standard setting body and in its membership and finance can be expected to have more industry-friendly standards. In contrast, standards can be expected to be stricter where a certification scheme is dominated by an independent environmental and socially responsible organisation.

Consumers now have a range of well-known brands to choose from, which show allegiance to certifying schemes and no doubt they feel they can offset the food miles of many fairly traded products in the knowledge that they are contributing to social change and environmental protection in those places that most need it.

To a certain extent the proliferation of certified labels has left consumers to make their own decisions regarding which organisation assures the fairest supply chains. Although the FAIRTRADE mark offers the most stringent guarantees; the organisation runs the risk of losing out to brands being attracted to less expensive, less demanding schemes which will give them a short-cut to the image of certified, accredited respectability needed for their marketing communications.

There are some long-standing difficulties facing Fairtrade and Fairtrade certified brands:

o Consumers have tended to focus on tea and coffee
o Smaller brands are often less well-known
o Fairtrade is still not brand of choice and consumers will not make a special trip to obtain a Fairtrade product outside their normal shopping routine
o Few consumers are aware of the diversity of Fairtrade products e.g. cotton, flowers, beauty products, gold
o Consumers do not always distinguish whole products (coffee) from ingredients within finished products (cotton in a garment)
o Price may be perceived to be high

If consumers think all certifications provide the same level sustainable performance then brands ill miss out on the opportunity to differentiate themselves from competitors with similar sustainability badges. Who bears the responsibility for communicating the credentials of schemes to the final consumer to ensure differentiation can take place ??" the accrediting organisation or the brand that uses the badge? As consumers become more aware of the differences between competing sustainable certifications but also more aware of the related, competing sustainability issues such as the choice between fairer economics and the carbon footprint of food miles ??" how will the consumer decision-making process be affected?

Sources:
Fridell, M. et al (2008) With friends like these: The Corporate Response to Fair Trade Coffee Review of Radical Political Economics 40, 1, pp. 8-34. Fairtrade Foundation (2006) available at: http://www.fairtrade.org.uk/press_office/press_releases_and_statements/archive_2006/dec_2006/sainsburys_banana_switch_is_the_worlds_biggest_ever_commitment_to_fairtrade.aspx accessed 12th April 2010. Reynolds, J. (2010) Brands divided over fairtrade certification Marketing 24th February 2010 page 4. Batsell, J. Bumper crop of Coffee Labels Seattle Times Monday 20th September 2004. Trauben, J. (2009) Fair Expectations: Rainforest Alliance v. Fairtrade Organic Consumers Association 23rd June 2009 available at: http://www.organicconsumers.org/articles/article_18372.cfm accessed 10th April 2010. Siegle, L. (2009) Is buying fair trade a waste of money? The Observer Magazine 22nd February 2009, page 59.

Case adapted from Emery, B. P. (2012) Sustainable Marketing Harlow: Pearson


There are faxes for this order.

The topic of my research is The effects of luxury fashion from Swarovski toward social identity . Please kindly write up the literature review related to my topic

I decided to re-hire you again for the same topic, but add some more pages and more details because I misunderstand for the previous work ( Its my fault that Im not make clear about my work ). Anyway, you can use some part of the previous work (from the order A2072265) but please do not copy all of that. After I read through your work, I just want to make sure that

1. Please ensure that you focus on the information of Swarovski brand more than prefer to say just luxury brands.
2. Pdf. Files which I have uploaded for you helps understanding of the work. You may use some of them in my literature review as you wish but please DO NOT copy them as it may cause plagiarism.

The main criteria is Complete a review of literature in 3 academic areas related to the topic

I already attached my proposal to guide you for the direction and scope of my work ( from previous work )

However, my proposal was not link to the Swarovskis brand yet, my research focuses on Swarovskis brand, so please kindly use the previous study which related to Swarovskis brand.

Please kindly use the previous study of the 3 themes below:

- Experiential marketing for fashion jewellery

- Emotional Brand Attachment and Brand Personality ( how Swarovski use their identity
to communicate and attract with their consumer, you can put some example on it, hows it
works)

- Social Media and cultural influences ( how Swarovski use Social media to communicated
with their customer, which tools and methods which they use. Also the social influence that
effects to people to make a decision on it)

In every themes, please link as much as you can with Swarovski

Anyway, I quite satisfy with previous work from Essaytown and will passing this quality of work to my colleagues who might be your next customer soon. However, please meet all above criteria which I mentioned above.


There are faxes for this order.

Branding: Branding theory has been developed mainly in the context of consumer products, yet most economies are characterized by companies selling services instead of products. Understanding how branding works in service markets is consequently, a priority.
Write a report in order to understand the process of evolution of the branding theory taking into consideration the newservice-dominant logic.

Main Report of 12,000 words
Reflective Report of 3,000 words

Report Format
The AMP simulates the type of task that you will be asked to do when you are employed. The Main Report has a recognized format, which you should use.
- Title Page - Unit code, Topic
- Acknowledgement
- Table of contents ??" Use a consistent approach to numbering the sections of my report.
- Executive Summary- one side of A4 summarizing the key points of my report.
- Aims and Objectives ??" This should outline the way in which you are tackling the question set.
- Literature review, Analysis and Discussion ??" This is the main body of the report in which you demonstrate my ability to find, evaluate, analyses and synthesize information to produce an original piece of work.
- Conclusions ??" This is the section where you summarise the previous section in such a way as to clearly provide a response to the question posed in the topic you were given.
- Recommendations - If appropriate recommendations for action should be provided in this section.
- References ??" All sources from which you have quoted MUST be listed here in alphabetical order according to the Harvard referencing system.
- Bibliography ??" Sources which you have read but to which you have not made specific mention in my work should be listed here in alphabetical order according to the Harvard referencing system.
- Appendix/appendices

The report should be printed in Arial 12 pt, 1.5 line spacing and bound.





Knowledge and Understanding
- Should be able to autonomously analyse new and/or abstract data and situations using a wide range of techniques appropriate to the discipline(s) and to his/her own research or advanced scholarship
- Should be able to demonstrate a depth of acknowledge and a systematic understanding of his/her discipline(s),across specialist and applied areas, and be critically aware of and deal with complexity, gaps and contradictions in the current knowledge base with confidence.

Although the task is based on secondary data, there are numerous sources-academic journals, newspapers, trade press, government reports, and books-which the student can use as well as www.google.com! The data may and probably will be contradictory. Students may deal with this by ignoring conflicting finding or by engaging in a debate to examine the reasons for the disparity.

Reflective Analysis Report
The following should be taken into account in compiling this report. Firstly, the analysis is not about demonstrating:
- How perfect you are
- How youve done everything perfectly well
- That others have let you down
Secondly, the analysis is about what you have learnt from the experience, both personally and as a group.

Reflection under the following headings might be considered.
a) Introduction
b) Recollection of experiences
- How the development process worked. Diarised recollection of key stages and events in the development of both the literature review and the integrated marketing plan. Any particular internal crises or elements of enlightenment should be identified.
- In compiling this element, students are advised to keep regular and detailed diaries or logs.
c) Personal feelings and learning from the experience
- Personal feelings regarding the process and ones own contribution to the experience. Identification of any specific personal problems either with content, process or other group members. Identification of how issues were resolved and over what time period.
- How, if at all, was my performance compromised by the actions of others? How might my actions have compromised the performance of others? Any other comments regarding personal feelings and learning.
d) Group dynamics and learning from the experience
- How did the group respond to the process? Identification of any problems with the group as a whole. How the group dynamic did evolved? How would the other members of the group have regarded you? What more might the group, or individuals within the group have done in solving the problem (S)? What value was gained from the supervisor consultations?
e) Lessons for future projects
- Identify up to 5 key lessons to improve your performance in future group activities and projects.
f) Conclusion
- General conclusions from the process.

You might also consider the following.
- Dont rely on your memory: compile regular detailed progress logs
- Be prepared to discuss issues and feelings with other members of the group
- Prepare for some discomfort and hostile information
- Through foresight and hindsight you can gain insight.

About my process for write the reflection.
I have 1 week for AMP class or Dissertation class from tutorial of faculty and got my topic and form group. My groups have 6 peoples during in class we change idea and brain storming about our topic to find the key point. After that we separated to do dissertation by individuals.
Point of topic have we got
- Global of branding service
- Brand Management
- Brand Strategies
- Brand Equity
- Value Chain



THANK YOU SO MUCH

There are faxes for this order.

Project - to create a business opportunity for an american consumer product/service to a foreign county. dealing with:social,cultural,political,religious, financial,legal aspects and education.

Project outline- size of market, socioculture acceptance, legal environment, competition in market, economic and political climate, methods for marketing and distribution, managerial and labor climate.

Recomened sources:

Http://globaledge.msu.edu/countryinsights
" doingbusiness.org
" state.gov/r/pa/ei/bgn
" export.gov/index.asp
" executiveplanet.com/index.php?title=main page

and/or any others sources/data bases needed to complete

This paper is about design activism through out the years and how now a days we talk so much about making good with design and why are we doing this? what is the difference between design for social change and design activism? How do both relate to each other?


HOW DOING GOOD MAKES US FEEL POWERFUL AND POWERLESS AT THE SAME TIME
Design Activism vs Design for Social Change

1. THE AWAKANING CONSCIOUSNESS OF DESIGNERS 1960S
1.1. FIRST THINGS FIRST MANIFESTO
1.2. Art and design famous activist movements
1.2.1. Contradictions
1.3. Design Activism vs. Socially Conscious Design
1.3.1. Good Magazine vs. Adbusters
1.3.2. Advertisings
1.3.2. Pros & Cons

2. HELPING THE WORLD WITH SOCIALLY CONSCIOUS DESIGN
2.1. What is social design?
2.2. Design for social change in the 21st Century.
2.3. Social Impact
2.3.1. What is the impact?
2.3.2. Is it possible to measure the Impact? -- Story Telling Word of mouth

3. CHARITY VS. DESIGN FOR GOOD
3.1. What is charity ? and What is Design for good?
3.2. How does charity and design for good relate with each other?
3.3. The Triple Bottom Line
3.4. VOLUNTEERING
3.4.1. What do we mean by volunteering? -- Causes
3.4.2. Difficulties of volunteering
3.4.2. Pros & Cons
3.4.3. Areas of volunteering
3.4.4. Volunteering time vs. Volunteering to give money -- Strategies

4. CODES OF GRAPHIC COMMUNICATION (CHARITY CAMPAIGNS, VOLUNTEERING CAMPAIGNS)
4.1. Communication dimensions -- How do you communicate? --- Human Sensitivity
4.2. Communication issues
4.3. Strategies --- Charts
4.4. Campaigns
4.5. Real Image vs. Fake Image
4.6. Why Good Design became so popular
4.6.1. Brands & Companies
4.6.1. Independent Artists and Designers
4.6.1. Campaigns --- Codes of guilty

5. HOW TO DEAL WITH ALL OF THE DIFFICULTIES AND STILL BEING ABLE TO SOLVE A SOCIAL
PROBLEM IN A CREATIVE WAY?
5.1. POWERFUL AND POWERLESS





Design has been a part of our life since centuries, and with design we've had the chance to experience so many thoughts, beauty, and feelings in many different aspects. Sometimes it can be overwhelming that everywhere we look there is design. Advertisements, logos, packaging design, and so on. But what is the real mission of a designer? is it just to sell a product? or make society believe something?

Over centuries there has been always some designers that they just want to make a different a step, choose a different path, be an activist. But why? is it just a way to be contradictory and move in a different direction? or is it to make us see something different, another perspective of what design is or could be.

Design is a powerful way of communication. It shows an audience a story, a problem, a solution. Design is just another root of art is a way to express ourselves. But, over the centuries the media knew how powerful it was and used it on their side. So design became a part of our everyday life mostly as a consumerism strategy and became uncritical. Actually designers are the ones that makes people buy stuff, believe in a brand, believe in a product. But, in the early 60's designers started to feel that they had another mission as artists or designers rather than just selling products that they knew sometimes where not even good; and still they were selling a fictitious dream that made consumers believe that they will become happier or their life would become easier. Designers knew exactly what they where doing but some of them were not fulfilled by their work. Advertisings was helping them paying their rents but some knew that it was not their real mission. And this is why in the early 60's design activism started to occur and from this moment the first things first manifesto was born. Which was a reaction from designers and artists to a rich and affluent Britain in the 1960's. This manifesto had the purpose to re-radicalize design which in that moment became just lazy and a strategy in the media for consumerism. It was just uncritical and unfulfilling. The first things first manifesto was against the consumerism culture and wanted to focused and highlight the humanist aspect of graphic design.

Graphic design is so powerful in many ways and designers felt they need to do good, not only good design but design that will bring good to others. "Graphic art is a powerful weapon of protest and propaganda, shock and subversion. From billboards to t-shirts, underground magazines to political posters, its imagery can arrest, accuse, provoke and plead. From the revolutionary Sixties to the present day" - Liz McQuiston , Graphic Agitation Since the early Sixties design became very powerful as an activist movement, designers wanted to bring awareness in many different aspects mostly socially and politically. They started to do campaigns and propagandas for charity, awareness about aids, concerts for peace, and so on. Design has a big impact in our life and helps us see socially and political issues from other eyes. Bringing awareness and emotions in us through an artistic and creative way. A great example is a beautiful and powerful poster that was done in 1983 The Hiroshima Appeals poster series "was one of the graphic design world's mod emotional calls for peace."
There are faxes for this order.

INSTRUCTIONS FROM THE PROFF

A research paper is not a research report. It is an essay that discusses a particular interpretation of information about an issue, but which recognizes that there may be other interpretations. It suggests that the author''s analysis is more correct and presents evidence to support this perspective. You should, therefore produce an ARGUMENT, which you should support with evidence obtained from your research.
Also make sure it is not polemical or prescriptive when you''re writting this paper. It must be a social science essay.

Introduction: Should indicate the topic that you are discussing and road map of what is to come. ie.,funnel approach

Body: Must be written in paragraph form, with one idea per paragraph. Please remember that one sentence does not constitute a paragraph. Also, paragraphs should not cover several pages.
Also, i would advise you to use subheadings in the paper. To organize the paper and guide the reader and emphasise the points. To see if produced a logical argument.
Each point that is made, must be supported with evidence from the readings (articles, journals). Although you may speculate within the body of the paper, it may be better to leave that for the conclusion.

Analysis: Make sure that you define your terms. What are you discussing? Do not use vague phrases, and try to be exact as possible.
Please remember, that description is not analysis. The analysis should be incorporated throughout the paper and not added on at the end. Asking questions is the basis of analysis. The most usuful primary question in social science is WHY? so ask yourself "why is cosmetic surgery primaraly targeting women and why are women the primary consumers of this practice?" questions to ensure that you are going beyond description. Also other useful questions are HOW, WHO, WHAT, WHERE, WHEN.

Conclusion: First, restate your argument and your important findings. Second, interpret your conclusions and discuss any specific impolications of your findings. If you see any moral or policy flowing from your reserach it is appropriate to state them here. In addition, consider whether the paper suggests othe avenues of resarch that should be pursued and you can speculate whether an examination of other factors might have produced a different prespective on the subject.

Quotations: They should be used sparingly; it is better to summarize a writer''s position, which you then reference, than to try to capture it with several quotations. If its longer than 40 words then it must be indented. Also at least 2 quotes per argument.

End Notes: to be used

References: in American Psychological Association style

PAGES: 12, double spaced

MUST INCLUDE ANY 14 REFERENCES out of these 21

1. Mark,-Marie-Elizabeth, 2001. "The Medicalization of Feminine Beauty: A Study of Cosmetic Surgery." The Humanities and Social-Sciences, Vol. 61, (12) pp.4953-A.
2. Ancheta, Rebecca and Wepsic, 2000. "Saving Face: Women''s Experiences with Cosmetic Surgery." The Humanities and Social-Sciences, Vol. 61, (5) pp. 2043-A-2044-A.
3. Eichberg,-Sarah-Lucile, 2000. "Bodies of Work: Cosmetic Surgery and the Gendered Whitening of America." The Humanities and Social-Sciences, Vol. 60, Issue: 12, pp. 4610-A.
4. Gillespie, Rosemary, 1996. "Women, the Body and Brand Extension in Medicine: Cosmetic Surgery and the Paradox of Choice." Women-and-Health, Vol. 24, Issue: 4, pp. 69-85.
5. Davis,-Kathy, 1995. "From Objectified Body to Embodied." Comenius, Vol.15, Issue:3, pp.290-303.
6. Davis,-Kathy, 1997. "My Body Is My Art'': Cosmetic Surgery as Feminist Utopia?" European-Journal-of-Women''s-Studies, Vol. 4, Issue:1, pp. 23-37.
7. Franckenstein, Frauke, 1997. "Making Up Cher-A Media Analysis of the Politics of the Female Body." European Journal of Women''s Studies, Vol. 4, Issue:1, Feb, 7-22.
8. Goodman,-Marcene, 1996. "Culture, Cohort, and Cosmetic Surgery." Journal of Women and Aging, Vol. 8, Issue: 2, pp. 55-73.
9. Goodman,-Marcene, 1994. " Social, Psychological, and Developmental Factors in Women''s Receptivity to Cosmetic Surgery." Journal of Aging Studies, Vol. 8, Issue:4, pp. 375-396.
10. Sullivan,-Deborah-A., 1993. "Cosmetic Surgery: Market Dynamics and Medicalization." Research in the Sociology of Health Care, Vol.10, pp. 97-115.
11. Kathy Davis, 1999. "Cosmetic Surgery In A Different Voice: The Case of Madam Noel." Women''s Studies International Forum, vol.22, No.5, pp. 473-488.
12. Serpil Vargel M.D and Aylin Ulasahin M.D, 2001. "Psychopathology and Body Image in Cosmetic Surgery Patients." Aesthetic Plastic Surgery, Vol.25, pp.474-478.
13. Petra M. Boynton, 1999. "Is that suppose to be sexy?" Women discuss women in ''top shelf'' magazines. Journal of Community and Applied Social Psychology, Vol.9, pp.449-461.
14. Mary H. McGrath and Sanjay Mukerji, 2000. "Plastic Surgery and the Teenage Patient." Journal of Pediatric and Adolescent Gynecology, Vol.13, Issue 3, August, pp. 105-118.
15. Debra Gimlin, 2000. "Cosmetic Surgery: Beauty as Commodity." Qualitative Sociology, Vol.23, No.1.
16. Askegaard S?ren, Gertsen Martine Cardel, and Langer Roy, 2002. "The body consumed: Reflexivity and cosmetic surgery." Psychology and Marketing, Vol.19, Issue: 10, pp. 793 - 812.
17. Cohan, John Alan, 2001. "Towards a New Paradigm in the Ethics of Women''s Advertising." Journal of Business Ethics, Vol. 33, Issue: 4, October, pp. 323-337.
18. Jean Carruthers, M.D, 2002. "What do today''s cosmetic patients want?" Cosmetic Surgery Times, Vol. 5, Issue 9, p3, 3/4p, 1c.
19. Elaine Hatfield, 1986. "Self improvement-is it worth it?" Mirror Mirror?The Importance of Looks in Everyday Life, pp. 349-375.
20. American Society of Plastic Surgeons, 2001. "Cosmetic Surgery." Facts and Statistics. http://trubenefits.com/Facts_Statistics.html#cosmetic.
21. Plastic Surgery Today, 2002. "7.4 million Americans choose to look as good as they feel!" Electronic Newsletter. http://www.plasticsurgery.com.


THIS IS WHAT I HAVE STARTED TO WORK ON SO FAR...please edit, change, restructure, whatever you need to do with it to improve the paper and so it follows the proffesors requirements above. I have handed in these 8 pages for rough draft.

Why do North American women continue to be the primary targets
and consumers of cosmetic surgery ?

Introduction:
In a world in which we are judged by how we appear, and with the belief that we can change appearance seems liberating to a lot of women. The growing popularity of cosmetic surgery is testament to society''s overrated fixation with appearance, which has become an obsession. For hundreds of years, cosmetic surgery has thrived on women''s insecurities pertaining to their physical appearance, and today, million''s continue placing themselves under the knives of unscrupulous businessmen while struggling to improve themselves. Women''s fascination with beauty and their physical appeal to men has always been a famous trend, however no longer a practice of the wealthy and the famous, but feasible for women of all ages, races, and economic status. Cosmetic surgery, a phenomenon so greatly overrated, has become a ''quick-fix'' solution, to the tedious drudgery of slaving away at the gym or starving with diets. According to the American Society of Plastic Surgeons, over 7.4 million people in 2000 had some aesthetic defect whether real or imagined, surgically fixed. What many do not realize is that cosmetic surgery has become a cruel business at the expense of the vulnerable women, women who have been manipulated and deceived by the advertising media.
Thesis: Throughout history, women have been fed the notion that beauty is everything and cosmetic surgery is the answer to many problems. Today, in the 21st century, women continue to be the primary targets and consumers of this industry. Media manipulation, persist to work hand in hand with the cosmetic industry, by feeding the society with unattainable ideals, encouraging women to mutilate themselves for the psychological reasons, with lethal consequences usually hidden in fine print. (my thesis was APPROVED by the proff)

History and ideals of beauty
" Ideals of beauty and what is considered attractive and was is not, have changed drastically over the past centuries. The history of cosmetic surgery goes back more than one hundred years ago, when a few men began to explore with a few surgical reconstructive and functional repairs that improved appearance.
" The development of cosmetic surgery received a push for such movement from the need to repair gross deformities sustained in WWI. Cosmetic surgery was meant for surgical repair of congenital or acquired deformities and the restoration of contour to improve the appearance and function of tissue defects (Kazanjian, 250).
" Today, it is a totally different ball game. Cosmetic surgery has become a degrading and harmful procedure, especially for women. It is an invasion and exploitation of women''s bodies, which must be voiced to the rest of the public.
Cosmetic surgery as the answer
" In order for women to feel better about themselves, become a part of societal ideals, or disguise the signs of aging, cosmetic surgery has become an answer for many modern women. What happened to ''beauty is only skin-deep?'' Is one''s character and personality less important than one''s looks? Every year, millions of people hurt themselves and mutilate their bodies by trying to alter their natural characteristics and uniqueness into the carbon copies of what the society considers beautiful and sexy.
" According to 2000 ASPS reports, the number of people having cosmetic plastic surgery has consistently increased, in fact tripled since 1992. "Certain levels of attractiveness can open doors. It can make a difference in a teen''s social life and later on, in a career," (Bloch 60). However, the question remains, shouldn''t people accept themselves for who they are?
" Beauty has become a business, a socially constructed scheme with a clear message that a pretty face will get you far in life, and as George Brennen, M.D., in Plastic and Reconstructive Surgery claims, "A big part of self-esteem is feeling that you look good. We can cure an insecurity in 30 minutes, that a psychiatrist can''t cure in 30 years." With a message like this, who can resist an innocent tuck, lift or boost.
Beauty and unattainable ideals
" The value of natural beauty has been replaced by the fake and artificial models of what is acceptable and ultimately considered beautiful. Politics have taken over the idea of beauty and transformed it into a vicious cycle by developing unattainable ideals and forcing women to strive to reach those goals.
" People whether adults or teenagers do not care that these people are airbrushed and work out 3 times a day because they are getting paid for it, what they see are these perfect people on their television sets that they will go to any lengths to emulate. Hollywood makes people feel inadequate of their bodies when compared to their favourite movie stars, "Stars have personal trainers, stylists, make-up artists and people to airbrush the wrinkles and cellulite out of their magazine covers - all of whom create an image that is meant to be frozen in a photograph or presented in a two-hour snippet" (Brew I).
" "Many people want to feel good about how they look," says Dr. Erhardt. "People spend a lot of time through exercise, diet and skin care to attain a certain look, and plastic surgery has taken its place in the continuum of care people use, to maintain or enhance their appearance." Many women are the victims of these superficial plots and one can only hope that more women would ask themselves the question, why they are going through with these procedures before the surgery and not after the damage has been done.
Beauty as a business industry
" Cosmetic surgery is a propaganda, which promotes sex symbols to sell their practice while avoiding the risks that these practices often lead to. As Plastic Surgery Today reports, "7.4 million Americans choose to look as good as they feel!"
" On a daily basis, women fall prey to society''s superficiality and the devious moneymaking business of cosmetic surgery. Whether at work, school, or other social environments, it is impossible to escape society''s constant beauty reminders. Advertised products lead women to believe that if they use these items they will attain and improve their appearances thus conforming to society''s ideals of beauty.
" The industry continues to grow on women''s insecurities, as stated in the American Society of Plastic Surgeons report in 2001, "Cosmetic surgery procedures increased 198% between 1992 and 2000." Women must realize that the commercial goal of these advertisers and plastic surgeons is to make the viewers feel vulnerable and depressed, in order to earn more money, not because they care for them.
Media and manipulation
" Women are constantly abused by the media creators. Being constantly presented with sexually explicit images of women''s bodies in magazines, and on television, it is no surprise that women seem to feel different about themselves and their attractiveness.
" What is most disturbing is that all these messages start at an early age when children are brought up watching television or playing with perfect toys, such as extremely thin Barbie dolls with body measurements such as 39,18 and 38.
" An article by Petra M. "Is that suppose to be sexy?" suggests how media manipulates women''s decisions for choosing to undergo cosmetic surgery. After reading a magazine or watching commercials filled with subliminal massages of gorgeous women, feelings of ugliness and abnormalities when compared to the models were a trigger for most cosmetic decisions.
Wrong reasons for undergoing cosmetic surgery
" The motivation for cosmetic surgery most often cited by women in Petra''s argument is that they want to feel good about themselves. Depression, low self-esteem, and self hatred have become major reasons for women''s decisions to undergo cosmetic surgery. Although these women have no deformities or imperfections, rather a subconscious idea of being someone better and beautiful, that is all that ruminates in their minds.
" Self-identity is an important issue, which seems to have been totally ignored by women when considering cosmetic surgery. The looks sometimes may not fit the body image and not feel suitable for ones personality. Some patients may not even be comfortable with the results of how they turned out to look, therefore a person might want to take this issue into consideration before taking such a step.
" Although technological developments have a lot to offer, women should take their time and think about all the risks involved in the process of altering and satisfying society''s desired images. Women must realize that through cosmetic enhancement they are not only inviting more hazardous health problems to their bodies but losing their identity and self-worth.
Lethal consequences
" Furthermore, not only is the process of reshaping ones body financially draining, but it is also a costly experience for ones physical and psychological well-being. After surgery, if you''ve had an incision, you''ll get a scar. Do you want a scar after you''ve tried to make yourself look better? It might even make you look worse. You won''t be able to exercise. You will always have to wear sunblock on that part of the body you''ve had surgery. You can''t expose your skin to hot, cold, or windy conditions.
" Some people are going into the surgery thinking that it will solve their problems, so they go ahead with it. In the end, people are more depressed after the surgery because they do not like the way they look. Surgery isn''t guaranteed. What if you aren''t satisfied? It should be carefully thought out. There is pain. Recovery can be lengthy and uncomfortable. Moreover, there can be complications of anesthesia, infection, bleeding, and unfavorable scar," says Ross Rudolph, head of plastic surgery.
" There have also been quiet a few disaster stories which are never talked about or mentioned on any advertising ads. In 1995, Physician Insurers Association of America, which collects data on malpractice claims was asked to check its database of over 150,000 cases involving cosmetic procedures. There were 2,600 claims from Jan. ''85- Dec. ''95. Thirty of those cases involved deaths," (Podolsky 74). That is a high death rate. Are they mentioned to the patients who are considering going through with cosmetic surgery?
CONCLUSION:
Not a day goes by without women being constantly reminded about feminine stereotypes and built in generalizations stressing the importance of women''s beauty. Everywhere they go and everywhere they turn they are continually exposed to the superficial and unreal images of models. Originally plastic surgeries were developed to correct deformities or used for medical reasons, now they have moved away from this idea and have become a common surgery that most women consider at one time in their lives. Placing one''s self under the surgeon''s knife should not be a beauty make-over approach. It is a dangerous process with many ambiguous consequences, which many patients unfortunately get to discover subsequently on their own. All surgeries are hazardous. The doctors should help their patients, not promote more harm to their bodies, however money talks. "The only way our culture will change is if we stop believing in the social attitudes which make us feel not good enough and start believing in ourselves and our right to OUR individual body- even if it isn''t a body type currently worshipped as fashionable" (Zimmerman I). Cosmetic surgery remains predominantly feminine practice and the ideals of femininity are still prevalent in our society. Women have been misused throughout centuries by being perceived as mere sex objects and not appreciated for the natural beauty. Remember, it is not what''s on the outside but on the inside, that counts.

1. I'll attach the "guideline" for this term paper (please make a note that you have to use at least 6 sources from the provided list of approved journal)

2. Please include the endnotes page for me in the same format as the guideline.

3. Please call me 409-747-5844 (8-5CT) or email me [email protected] if you have any questions. This is a Master Level (MBA) paper, and I truly want a very good paper.

4. Please contact me with your fax number (there are 3 listed on your webpage)so I can fax the chapter (Marketing Management 11th edition by Philip Kotler)related to the topic to you.

Page 2
THIS IS THE NAME OF YOUR TERM PAPER

Prepared by: THIS IS YOUR NAME


INTRODUCTION: WHAT "IT" IS
A term paper is a synthetic product. While it includes the works of other writers, it cannot, by definition, be limited to their work. In that sense, it is a synergistic synthesis of works already written by others. Let's define a couple of these words. First, let's look at "synergistic". That big word simply means that the parts of something are put together in such a way as to complement one another. We know that "synergy" has happened when the whole is "greater than" the sum of the parts. In other words, a synergistic term paper happens when we find insights into the concept(s) that are not included in any of the various articles, etc. that are combined to produce the term paper.
In the context of a term paper, "synthetic" also has a special meaning. Here we mean that the various sources are not just put down and glued together. They are analyzed by the student in such a way as to locate and take advantage of their commonalities. Usually, you will seek several articles on a single concept. Each of the authors wrote because (s)he felt (s)he had a fresh or unique point of view on at least one aspect of the concept. Articles should each be unique therefore. However, they are "tied to" some underlying theme or concept. The way they relate to the concept is where we look for commonality. Once that is located, the uniquenesses from various articles can be grouped around the commonalities. Generally, this enables you, the "student-term-paper-preparer", to comment on how it all fits together. This is synthesis. Fitting it together into a new total perspective is the synthetic process. Finding totally new insights that come from this is synergy.
That's what we are after. You will use multiple sources on a given concept, put them together in a way that makes real good sense to you, show how the ideas fit together and locate any new insights that come from that process. You are looking for the new insights while being very literary and professional in the way you put things together.

THE MECHANICS OF PREPARATION
Let's consider some of the mechanics. One of the most common questions when it comes to term papers is, "How long does it have to be?" That question speaks poorly of you. It suggests that you are only interested in a minimal effort. The following "length guidelines" are the only ones you will be provided. First, it must be long enough to cover the concept well and accomplish the goals explained above. That probably can't be done in less than about twelve (12) pages. That means twelve pages of actual text body not including the cover page, contents page, reference listings or appendices. Second, it must be no longer than twenty-five (25) double-spaced typewritten (or word-processed equivalent) actual text body pages in length. The format for that is seen in the way this handout is prepared. Third, any appendices, endnotes or other supplementary material can cause the length to go beyond the twenty-five page limit. For example, it your actual text body is eighteen pages long, you are just fine, even if you have 81 pages of appendices and so forth. Be assured that an acceptable concept cannot be covered in a one or two page paper - ever! So, I give up. The thing must exceed twelve pages in text body length, double-spaced, of course.
As you might expect, correct sentence structure, spelling and so forth will be expected and evaluated. Your sentences should be complete and fairly short. They should be coherent. If there are two ways to say something, use the simpler one. We're not interested in poetic sentence construction. We are interested in clear communication with whoever the reader happens to be. You would also do well to avoid such things as typeovers, messy erasures and so forth. Finally, a paper that has too little ink is very hard to read, failing, therefore, to communicate your badly needed message and advice. All these concerns add a technical quality that is very important to your paper. Without that technical quality, it really doesn't matter how good your ideas are. Without technical quality, it will still not be a good paper.

THE CENTRAL ISSUE
The actual topic of the term paper is a matter of importance. The concept should be broad enough and important enough to be well written about. On the other hand, it should be narrow enough for you to handle. At this point in your academic career, you may not be sure enough of your expertise to make that evaluation. That is quite understandable. Your instructor should be viewed as a resource person in the selection of a concept. The responsibility is yours, however and you should approach it with a mature attitude - and REAL SOON!
If you're having a hard time starting, consider the following suggestion. Take the heading from a major section of one of the chapters in the textbook as a tentative topic. Spend some time looking at all the footnotes (endnotes) related to that topic. Can you fashion a paper from that material? Does it lead you to other materials? Does it lead you to other ideas? After some time is spent in this pursuit, you will be able to ask the instructor some specific questions to get you on the road. To do this, select a chapter or area that is most interesting to you. Interest helps a lot in the process of selecting a concept.
The concept you select should be generally academic. This provides two advantages for you. First, many references will probably be available to you. Second, the references will almost definitely be more focused. This will make it easier for you to produce a "synergistic synthesis" on the topic area chosen. The instructor will not approve a purely case or situation oriented paper. For those who are concerned that they want a more practical project, there is one. A case will be assigned in addition to the theory-based paper. Nor will the instructor approve a ?how to ? do something paper topic. Once your concept is selected, you should begin the process of narrowing the possibilities as far as references are concerned. Almost any concept you could choose will have a very large number of possible references associated with it. You will need to pare these down to a manageable number - probably in the range of from six to ten in number. They should be primarily academic in nature. At least six of them must be from the list of approved journals that is attached to this paper as Appendix 1. However, you may well find some applications in general or practitioner literature that you can use along with (but, not in lieu of) the academic materials. When selecting your reference materials, remember the requirement of "synergistic synthesis". Incidentally, Appendix 1 contains a list of approved journals that can be used for the paper.

The Use of Endnotes
It is recommended that you use the "endnote" method of citing your resources. You should be very careful to avoid anything smacking of plagiarism in the use of your resources. If you have any doubts, ask the instructor. You may use properly indicated direct quotes, but please use them sparingly. A paper that is just a series of quotes glued together will never be a good (or acceptable) paper. Quotes should be used only for emphasis, but when used, they should be used properly.
If you are unfamiliar with the "endnote" technique, an example might be in order. For example, you might wish to use the course textbook as a reference (this practice is okay, but it should not be a major reference). In that event, somewhere in the body of your paper, you might refer to some general idea from Kotler and Armstrong [2]. That would be all that is required in the body of your text. If you wish to be more specific, you might refer to Kotler and Armstrong [2], on page 413, or something like that. This technique works for both books and articles. You may have a separate Bibliography section if you wish. It can contain any materials you looked at that are related to your paper. The Endnotes should contain only those sources you actually used in the preparation of your paper. By the way, there is an Endnotes section attached to this sample. The example provides one each of book, general media and journal article citations. Note that the items are arranged alphabetically.
Sections of the Paper
Mechanically, it desirable to divide your paper into three major parts. The first part, consisting of from one to four paragraphs, should introduce the reader to what your paper is about and how you plan to pull it off. The last part of this section should include an overview of what the reader is about to experience. The second part might be called the body of the paper. It should be lengthy enough to present all the material you wish the reader to consider. The material in this part should be organized into neat "chunks". These chunks might be considered sections of the paper. They might be quick summaries of the various sources followed by your synthetic activities. Or, you might present your major synthetic efforts and follow them with support from your references. Each chunk will probably be divided into "bite sized pieces". These pieces will probably be compact but complete paragraphs. The last part of the paper will be a summary. In the summary, you will quickly review what ideas you used to arrive at your synthesis. You will also review what the synthetic exercise produced. Your conclusions on the topic, the materials reviewed, the synthesis and any new emerging ideas will be included in this last part of the paper.
Of course, good tight sentence and paragraph structure will be used throughout your paper. To aid in this process, it is strongly recommended that you develop an outline before you begin writing the paper. Go back and pad the outline. Then go back and pad it again. Soon the whole paper will emerge. Do this formative work on the body of the paper. The first and last sections can be added after the body is essentially complete. The various sections of your outline can then be "added" to the text as section (subsection, etc.) headings. This provides convenient breaks both to you and the reader of the paper. It further makes it easier to refer to other parts of your paper as you go along.
THE RESULTS: A "GOOD" PAPER
When you are through, you will have produced a paper that has the following characteristics:
- it covers a worthwhile concept, not a case or a guide
- it covers an aspect of the concept thoroughly
- it uses appropriate references well
- it involves well thought out synthesis and conclusions
- it uses only correct grammar, syntax and production techniques
- it is very readable and informative
- it is entirely integrated
- it flows, and leads the reader to the appropriate conclusions
- its format matches this guide
- it actually helps the reader get through the concept

Such a paper is the target of your efforts. It will be easy to read, thoughtful and thought provoking. It will give the reader a new perspective on its topic. It will not be choppy or hard to read. It will not cause the reader to have to slow down to figure out what is meant in a sentence. The reader will never have to wonder what the theme of any given paragraph is. Such a paper, turned in on the assigned date, will be rewarded by a good grade.
Of course, ?good? is partly in the eye of the beholder. I must still evaluate the paper you write. So, a word about grading. A paper that is ?good?, that meets all the criteria, is still not excellent. Excellent goes beyond the call of duty. How you get to excellent is your decision, but whether you achieved it is the call of the evaluator. A ?good? paper, one that meets the expectations of these instructions will probably get a grade of ?B?. The paper that goes beyond might get an ?A?. That is a quality call. A paper that is basically there but lacks in some significant way (e.g., a number of technical errors) might still earn a ?B? if it is of good quality otherwise. A paper that is obviously only minimally compliant is in danger of a grade of ?C?. Academic maturity is the rule here. The syllabus for this course contains a more lengthy discussion of quality and excellence. An expanded description of these concerns can be found in the Syllabus for the course.
The point of this exercise is not to just "do a paper". The point is to gain some exposure to true academic literature and to really think about that material in a creative way. It is likely that this will be the only course you take in marketing in your MBA program. Therefore, you need this exposure and exercise. To just "do" a paper will not result in a good grade.





ENDNOTES

[1] Gaidis, William C., C. F. Gaulden, N. Y. Razzouk, and J. L. Schlachter, "Decision Making in the Household: A Comparison Between Married and Cohabitating Couples," Akron Business and Economic Review, Vol. 17, No. 3, Fall 1986, University of Akron, Akron, OH, pp.72-84.

[2] Kotler, Philip and Gary Armstrong, Principles of Marketing, Eighth Edition, Prentice Hall, Englewood Cliffs, New Jersey, 1999.

[3] Wall Street Journal, "Study Says Women Face Glass Walls as Well as Ceilings", March 3, 1992, p. B1.

There are faxes for this order.

The papaerwork should have 4 chapters, as follows:
1.Definitions of advertising. Functions and objectives of advertising
2.Types of advertising
3.The components of an advertisement: the title, the text, the brand, the ilustration
4.Types of media channels used in advertising
These are some of the books that offer some of the information that you need:
Arens W. F., Bovee C. L. (1994), Contemporary Advertising, Burr Ridge Illinois: Irwin.
Baker M. J. (1998), Macmillan Dictionary of Marketing & Advertising, London: Macmillan Business.
Jefkins F. (1994), Public Relations Techniques, Oxford: Butterworth & Heineman.
McGann A., Russel T., Advertising Media. A Managerial Approach, Illinois: Richard Irwin.
McKracken, G. (1987), Advertising: Meaning for information, Advances in Consumer Research
Ogilvy D. (1999), Ogilvy on Advertising, Italy: Prion Books Ltd.
OGuinn T., Allen T., Semenik R. (1998), Advertising, Cincinatti: South Western College Publishing.
Russel J. T., Lane R. W. (1996), Klepners Advertising Procedure, New Jersey: Prentice Hall International
Editions.
Wright J. S., Winter W. L., Zeigler S. K. (1982), Advertising, New York: McGraw-Hill.
Kotler Ph., Mindak W. (1978), Marketing and Public Relations: should they be parteners or rivals?,
Journal of Marketing, 10.
Kotler, Ph. - Management and Marketing
Goddard Angela - The language of Advertising
Jefkins, Frank - Advertising made simple

This MARKETING ESSAY deals with the fourth area of marketing strategy in the marketing mix
??" Integrated Marketing Communication (Promotion).

As all puts it, consumers are now bombarded by commercial messages from a broad range of sources and they dont distinguish between message sources the way marketers do.

In fact in their minds messages from different media and promotional approaches all become part of a single message from the company. Conflicting messages from these different sources can result in confusion about images, brand positions and other things (Kotler & Armstrong, 2008).

In fact it research shows that we, as consumers are exposed to in excess of 2,000 marketing communication messages a day, far too many for us to be able to perceive and so we are likely to perceive less than 5 a day and take action on less than 1 of those ever!

Consequently, today companies are having to develop an Integrated Marketing Communication Plan in order to, hopefully, get through this perceptual barrier.

The this area discuss this IMC concept and the various elements that are available to marketing communicators in this sense.

QUESTION:
Assume a company is planning to promote a breakfast cereal to both adults and children.
Along what major IMC mix elements would these two promotional efforts differ from each other? Please explain.
Why? Please explain why?
Visit the Kelloggs website (kelloggs.com.au) to have a look at the various IMC mixes that they apply for the different brands to ASSIST ONLY with your analysis. IMPORTANT: DO NOT COPY OR USE KELLOGGS. ASSIST ONLY.


IMPORTANT NOTE:

1). HARVARD STYLE REFERENCING BIBLIOGRAPHY REQUIRED.

2). IN TEXT HARVARD STYLE REFERENCING REQUIRED.

3). MICROSOFT WORD FORMAT. Must be ok with Turnitin, No Plagarism Allowed. No cut and paste Essay.

LATEST DUE DATE FOR THE DELIVERY OF THIS PAPER IS ON 23 APRIL 2010. THERE WILL STRICTLY BE NO TIME OR DATE OF DELIVERY EXTENSIONS.

1500 WORDS OR MORE.

No Plagarism Allowed. No cut and paste Essay.

Criteria

Criterion Weighting
Integration and Application of Marketing Concepts 40
Evidence of Preparation and Ability to Discuss/Debate the Issues 30
Consistent Contribution to the Discussion 20
Quality of expression and presentation; appropriate referencing 10


There are faxes for this order.

Below is directly from my syllabus for the requirements of the paper. The professor requires a lot of references.

* Write a 10-12 page, excluding references, APA format research paper.

*You should have a minimum of 20 research journal articles in your references, and should include a minimum of 15 additional trade or popular press references as well. I will specifically check that you have a total of 35 or more references--of the appropriate kind when I grade your paper.

*This paper should discuss information related to marketing strategies/tactics, the impact the chosen topic has for both consumers (customers) as well as corporations, industry and society as whole.

*In the conclusion of the paper, you should formulate and express your individual position regarding the issue. Develop your position from a professional marketers or managers perspective.
Customer is requesting that (infoceo) completes this order.

Write and post an excerpt on Marketing Information Systems and Ethics.
In the excerpt:

Research and evaluate the potential pitfalls of using marketing information systems.


Answer the question: Could a marketing database in a company contain information that might violate a consumers privacy?
Cite at least two references to support your response. Use established APA 5th edition guidelines.

I would like the same writer for this assignment.

Topic: Marketing Organic Chocolate Bars
Order ID: 105787
Writers
Below the assignment, I have provided what I orginally wrote and turned in. The professor asked me to rewrite and turn in following the guidelines.

Assignment:

Target Audience & Competition are the next components to be addressed in the process of developing a Marketing Strategy. To choose an appropriate target market, one must understand how consumers make purchase decisions.

PART 1: General Research

Research and discuss Maslows theory of needs and how it is applied to marketing. Resources MUST include articles in the librarys full-text databases.
Define the stages of the consumer behavior model (or industrial model, if appropriate) and apply how the concepts affect the marketing effort. Research MUST include material from articles in the librarys full-text databases.

PART 2: Application to Product/Service
(NOTE: this section of the assignment will become part of your Final Strategic Marketing Plan)
Provide a quick overview of the product or service you created you should continue using the content from your other marketing building writings.Even though you have "created" a product or service, the applications and research in this section will be real.

Identify your target market. Provide a specific demographic profile and rationale for this decision. Another source that may help you: The US Census Bureau's American Fact Finder. Consider the size of the market and its purchasing power. Research is required to back-up your selection and to provide statistics to show that it is a viable market.
Analyze your competition. Who are they? Who are the biggest players? How large is the market? What are the trends/forecasts in the industry? How does your product/service fit in? Hoover's Pro in the Library is a good tool for this section; it may be accessed under Find Web Resources

What I originally wrote and turned in is listed below:

Marketing
PART 1: General Research

Maslows theory of needs and how it is applied to marketing
When Abraham Maslow conceived his Hierarchy of Needs in 1943? he couldn't possibly have known that it would be one of the most influential advances in the fields of marketing and human behavioral study - remaining so well into the subsequent century. (Abraham? 1936? 261-277)


Maslow Marketing Hierarchy

The theory developed by Maslow put forth that the motivation for any action made by any human being is an unfulfilled need. When we have unmet needs? we are motivated to meet them in ? specific order. Once the needs on the first level are met? we move on to the needs of the next level? and so on until we reach the top tier. (Abraham? 1936? 261-277)
The first level that we are concerned with is our physiological needs: the basic things that keep us alive. Safety needs are met next? followed by social needs. We then move into the less tangible needs of esteem and? finally? self-actualization. Any student of the Maslow theory will understand how it can easily fit into ? marketing context. When we attempt to make ? sale? we are not only selling the product: we are selling the idea of the product? the image of the product? and the result of the product. (Abraham? 1936? 261-277) We are essentially promising to fulfill one or more of the needs in the hierarchy.
Obviously? ? marketing campaign will be more successful the more it appeals to the lower levels of unfulfilled need in ? person's life. What this means for you? the marketer? is that knowing your audience's needs is key. A product that promises to fulfill an esteem need will be virtually useless to ? customer whose safety needs are not yet met. (Abraham? 1936? 261-277)
In order to be successful in any marketing endeavor? the first step is to get ? firm grasp on the psychographic motivators to which you will be appealing. How will it fulfill this need? and how can you prove to your potential customers that it will effectively fulfill their need?
Maybe ? more important question is how you can tell which level of need your potential customer is currently attempting to address. If ? customer comes to you asking for your product? then they are doing ? large portion of your work for you. However? it's exceedingly difficult to understand the needs of ? complete stranger when you are attempting ? cold sale.
The best way to overcome this obstacle is simple? and it's one that every marketer is taught from the very beginning of their career: just talk. Talk about sports? the weather? or family life - anything other than the product you are trying to sell. Chatting with your potential customer in ? friendly? non-pressured way will allow you to pick up on invaluable clues about their needs. (Maslow? 1943? 370-96)
Once you understand why your potential customer may be motivated to buy? you are one step closer to being able to fulfill their unmet need. By identifying their motivating factors? you can cater your sales techniques to each individual customer. (Maslow? 1954? 236) Through the analysis of the needs of consumers at large? you can now successfully market to your target addressees as ? whole.
Maslow's theory remains the basis for most management practices today. However? it can be equally successful when applied to marketing practices. The key? as always? is to know how to help your customer decide that your product will change their life. (Maslow? 1943? 370-96)

Stages of the Consumer Behavior Model


1) Problem recognition
The problem recognition is the recognition of the current product or service can be replaced by ? better product or service or that ? cheaper way to operate exists. Customer choice creation becomes additional wide and multifaceted as pay for participation increases. (Maslow? 1943? 370-96) The lowest level of purchase involvement is represented by nominal decisions: ? problem is recognized? long-term memory provides ? single preferred brand? that brand is purchased? and only limited post purchase evaluation occurs. (Maslow? 1954? 236)

2) Information search
Try to locate or discover? or try to establish the existence of ? collection of facts from which conclusions may be drawn for marketing strategy.

3) Alternative evaluation?
The alternative evaluation stage consists of two parts that also occur simultaneously. The first is the development of what consumer psychologists refer to as evaluative criteria. (Maslow? 1954? 236) The second is attitude formation. All are discussed in some feature below.

4) Purchase decision? and post-purchase behavior
Behind the visible act of making ? purchase lays ? decision process that must be investigated. The purchase decision process is the stages ? buyer passes through in making choices about which products and services to buy.

5) Post-purchase behavior: Value in consumption of use
After buying ? product? the consumer compares it with expectations and is either satisfied or dissatisfied.
Satisfaction or dissatisfaction affects
o consumer value perceptions
o consumer communications
o Repeat-purchase behavior.
Many firms work to produce positive post-purchase communications among consumers and contribute to relationship building between sellers and buyers. (Maslow? 1954? 236)
Cognitive Dissonance. The feelings of post-purchase psychological tension or anxiety ? consumer often experiences
Firms often use ads or follow-up calls from salespeople in this post-purchase stage to try to convince buyers that they made the right decision. (Maslow? 1954? 236)

This paper has 2 part

Part 1 is the reference list

Using scholarly databases and other scholarly sources of information, conduct a literature search on:

The Global Consumer

Submit a list of 10-15 references with clickable links (for me to easily access and review them)

Formatting requirements should follow APA standard.

In one paragraph, explain why you have selected the references you have submitted. It is best to give the exact source whether it is an article, a book, a newspaper article, or a special Web site.

Part 2 The Paper

In 4 pages, answer the following three questions:

1. What is a global consumer?

2. What actions performed by the global consumer caused the current financial crises?

3. What long term and lasting affects will the current financial crises have on the global consumer?

Address arguments for and against your topic, if any. Think critically, make sure your thoughts are cohesive and your paragraphs are clear by demonstrating one issue/thought/idea at a time and then moving on to the next.

You will not need to use all the sources from the reference list however please use as many as possible and you are free to use sources not listed on the reference list such as books and articles etc. However a citation page must accompany this paper in APA format and any source not listed on the reference list. You will also need to correctly reference all your sources within the body of your paper.

Here is an example referencing a source within the text of a paper,

Mossman (2001) described the research design more clearly, "When developing a marketing proposal, one should always ........."

or

"Marketing research is a requirement before any new product is introduced to the market." (Gomez and Breegle, 1999)
The references on the Reference List must be clickable (live) links. If you are using a reference that is not from the Web then they dont need a link

Academic level: Undergraduate Final Year (3rd year United Kingdon)

Ethnic Marketing
Consumer Behaviour

TASK:

The increasing diversity and growing numbers of ethnic minorities is changing the
dynamics of the external business environment for many organisations in the UK. The
growing ethnic population presents itself as a huge opportunity to those companies that wish to conduct business with them. Organisations and marketers have to be sensitive to the needs of the ethnic consumer and have to re-evaluate their marketing plans accordingly. Within the context of this statement:

?You are expected to conduct an in-depth analysis of the fast food organisation McDonaldss ethnic minority marketing strategy.

?Using an appropriate market research tool, analyse the following two
aspects of the target consumer group for the chosen organisation.

Personality and Perceptions
Learning and motivations

In so doing, you are expected to draw from the theories and concepts of consumer behaviour that have been familiarised through the course of this module (I have attached some files were the models and theories should be used appropriately).

?Critically evaluate the McDonalds ethnic minority strategy and make recommendations as you deem.

Your report will also include a critical reflection on how the task was carried out.

You need to undertake independent research in order to complete the paper efficiently.
You will need to conduct a wide range of literature search from various relevant academic sources i.e. international academic journals, text books etc. You are encouraged to conduct primary research through the course of the paper.

Suggestions to be taken into consideration
You may use qualitative and/or quantitative approach to collecting data. If using
Qualitative method of collecting primary data, your sample size may be small (five to ten consumer qualitative interviews are fine), if so you should focus on the quality of the research design and the quality of findings and of your analysis. Your analysis should make explicit use of models and theories covered in the module Consumer Behaviour.







Academic journals:
You are expected to research into a wide range of relevant academic literature from the
following international journals (list is indicative and not exhaustive) and other
academic sources:
Advances in Consumer Research
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Consumer Behaviour
International Journal of Consumer Studies
Journal of Marketing Research

Some Useful Links:
Nwankwo, S. and Lindridge, A. (1998), Marketing to ethnic minorities in Britain,
Journal of Marketing Practice: Applied Marketing Science, Vol. 4 No.7, pp. 200-216
Cui, G. (1997), "Marketing strategies in a multi-ethnic environment", Journal of
Marketing Theory and Practice, Vol. 5 No.1, pp.122-34.
www.recyclenowpartners.org.uk/docs/Marketing_to_ethnic_minorities.pdf
www.ipa.co.uk/forwarding/Advertising&EMC_pdf_forward.cfm

Some cues about criteria are provided:-

Coverage
Were the relevant aspects of the topic covered?
Does the narrative, where appropriate, answer the question?

The Literature
Was there clear evidence of reading/references from appropriate and sufficient sources?
Was there an awareness of assumptions made or limitations in the literature?
Is irrelevant material excluded?

Critical Thinking and Reflection
Was there evidence of a critical approach to the literature?
Was there evidence of critical reflection in the context of the literature?

Analysis and Evaluation
Were the relevant issues explored in the context of analysis and evaluation?
Were logical and supportable conclusions developed?
Are statements made supported with evidence and or logical argument?
Where appropriate is a balanced view of both sides of an argument provided?
Is there evidence of critique of evidence and theory?

Content
Is there evidence of reading around the subject?
Is a critique of evidence and theories attempted?
Was the essay fully referenced according to the Harvard Style?
Style
Does the essay display:
Clarity, Conciseness, Conventional spelling and grammar
Is the content stated in the writers own words (not lifted from texts)?
Are the arguments and evidence employed clearly and accurately described?
Is the language and style of expression appropriate?

Structure
Does the introduction demonstrate understanding of the topic, highlighting the main
issues? Does the introduction indicate the approach that will be adopted and when
necessary define key terms?
Does the main body of the narrative consist of paragraphs (or sections) each of which
centers around a separate issue or key point? Does the structure develop an argument
which has logical progression clearly relating the material presented to the topic?
Does the conclusion summarize the main points made state the present position/provide
an answer to the question/topic/problem and suggest areas where further thought or
investigation might be required?

There are faxes for this order.

suggest how marketers can use the results that you obtained to target consumer segments that share behavior traits with the two families you selected. Include examples, citations, and references to support your conclusions in the report. Be sure to format your report as per the current edition of the APA style manual.

Below is the research that I have done.

Family plays an integral role in influencing our purchasing behavior, as a child the choices are determined by parents based upon safety and need of child considerations. Similarly the child influences the decision making process related to whole family like color of family car etc.
The family purchasing decisions can be examined from four perspectives - Role Structure, Power Structure, Decision Making Stage and Family culture.
Role Structure
Like societies, families are also structured of roles and each family member occupied his or her role. For ex Gender role preferences reflect culturally determined attitudes toward the role of husband and wife, mother and father in the household. Perception of these roles based on gender affects the decision making process and household decision process.
Power Structure
There are various power structure which accordingly affect the decision making process in the family, for example in patriarchal societies man is the head of the family and makes most of the major decision while in the matriarchal society woman is the head of the family and makes all the major decision. While in equalitarian society both share equal decision making powers.
Decision Making Stage
Marketers today focused on understanding the whole buying stage rather than the final purchasing act. Each family member affects the purchasing behavior at different stages. For example when a family decides to buy a car, the women usually specify the needs accordingly man usually decides upon the model of the car based on technological competence while children play a very important role in deciding the color of the car.
Family Culture
Each family has different internal culture which influences its purchasing decision. These differences could be due to cultural background, social upbringing and family values. Most marketers today try to focus on few prominent cultures to segment the market.





Family 1
Single - Parent Family - one parent (most often the mother because in divorces they usually receive custody) and a child or children. The mother in this case is 46 with two children, one is 20 and the other is 16. The mother is a real-estate agent, the older child is in college and the other is a junior in high school.
How does the family make big-ticket purchases?
The family in this case makes the big ticket purchasing decisions based
entirely on what the mother feels is best for the family.
Which products are bought solely based on individual decisions?
Products based solely on individual decisions would be personal items such as
toiletries and clothing.
Which products are bought based only on group decisions?
The family makes group decisions on groceries, vacation times, dining out, and
movies.
How, if at all, do children influence the purchase of products for family use?
The children have their own say in which products they use for personal effects
because they have an allowance for such expenses. As long as they do not
go over the allotted budget.
How much control do parents have on the products bought for childrens consumption?

The control the mother has over the products bought for consumption would
be based on the budget that she has given and trust in the fact that the kids are going to choose the products that are best for them. She is encouraging individuality.









Family 2

Adoptive Family - May be nuclear, single - parent, or blended. The child is not blood related to the parent, but has been adopted legally. In this case it is a mother 48, father 51, and an adopted 15 year old son. The mother works as a clinical psychologist and the father is an out of work electrician.

How does the family make big-ticket purchases?
For the main part the mother makes the decisions because she is the sole
bread winner. She has say in cars and other big ticket items. The father
always has the say in vacations.
Which products are bought solely based on individual decisions?
Food products and toiletries. Seeing that the mother works, there
it not much time for cooking so each person usually fins for themselves
when it comes to food unless they are dining as a group.
Which products are bought based only on group decisions?
Purchases that would be group decisions would be where to dine and
Items like televisions and stereos.
How, if at all, do children influence the purchase of products for family use?
The child would be an influence in the fact that he would be able to do
the research on products and provide the mother with the valuable information
on them therefore influencing the purchasing decision.
How much control do parents have on the products bought for childrens consumption?
There is really no control over what items are bought for the childs consumption.

One area where the mother had the say was on the video games for the Nintendo

that the family purchased.




What should be the strategy for consumer goods marketers? I would recommend the following.
Step I: Invest heavily (in terms of time, and some money) in getting a deeper understanding of the fundamental shifts in the economy (age- and income-profile of consumers across regions), and in consumers (demographic, social, educational, lifestyle, aspirational).
An understanding of the causes of the shifts (such as education, work profile, access to information, national and international exposure) is also essential.
Step II: Use this newly acquired knowledge to spot current (latent or overt) and emerging consumer needs, wants, and desires and then have a team (internal/external) brainstorm to put some estimates on the volume and value of potential spending from various sub-segments of consumers for these current or emerging business opportunities.
Step III: Go back to the drawing board to make a serious effort to come out with products or services that are "custom" designed for these specific sub/micro consumer segments with an objective to provide a cost- and time-effective solution for these unmet needs.
Adapting existing products may not yield the desired results, and just replacing one advertising film with another or tinkering with pricing may yield only temporary results.
Step IV: Devise the appropriate strategy to deliver highly personalised messages to small customer groups (or even individual customers, if so needed).
In the current context, multiple channels have to be used for communicating, including the print and electronic media, Internet, demonstration/user trials in high-target customer traffic areas, direct mailers, etc.
Marketing organizations must build internal competencies to understand the role technology can play in identifying such micro customer segments and the needs of these customers, as well as in communicating the marketers' message to the targeted segments.
Unfortunately, so far, most marketers have chosen highly intrusive and largely ineffective carpet-bombing tools such as the obnoxious cell phone-based tele-marketing, or paper/e-mail-based spamming.
It seems that very few companies realize the full potential of the Internet as an effective medium to build one-to-one relationships with potential and existing customers.
Much more can be done using this powerful channel, provided companies spend enough time to think through this innovatively and meticulously.






Works Cited


http://ezinearticles.com/?Consumer-Behavior-Family-Purchasing-Decisions-Making-Process&id=307532

http://www.hhs.wash.k12.ut.us/department/health/masters/ch5l1/type.htm

http://imdownloads.rediff.com/money/2004/oct/28guest2.htm


The paper should be written with these points in mind.
Described how the selected families make bg-ticket purchases.

Identified the products that the families purchase based on individual decisions.

Identified the products that the families purchase based on group decisions.

Described how children affect the purchase of products in the two families.

Described the extent to which parents controlled the purchase of childrens products.

Analyzed and presented the findings from the interviews as a report.

Described ways in which marketers can use the results obtained to target products to consumer segments that are similar to the two families.

Conduct a Project Plan to make a microeconomic analysis for an automobile industry.


Title: Buying Behavior


Identify the consumer behavior in relation to income, pricing, and various other factors with reference to the car industry. Find the economy of the buyers and their purchase preferences to the car industry.
Please list references. Thanks

Looking for buyer behavior and buyer trends. How they buy, why they buy etc.

Using the Internet, select an article on a current retail trend related to marketing that impacts consumers. Prepare a 700-1,050-word paper describing the selected retail trend based on your experiences as a consumer. Describe how this trend impacts consumers.

Th background is:You are working as the chief nutritionist for the Australian Government Health Department. The current minister of health is interested in introducing the "Percentage Daily Intake" food labelling system in Australia. Your task is to prepare a briefing document assessing the effectiveness of the "Percentage Daily Intake" food labelling system.

Criteria 1:(approx 675 words)
Nutrition promotion can be implemented in a ?top down? or ?bottom up? approach.
Discuss which of these approaches is relevant to the "Percentage Daily Intake"
food labelling system and the strengths and limitations of this approach with regards
to nutrition promotion. (The answer is top down, but provide evidence as to why)


Criteria 2: (approx 675 words)
Discuss the relationship between nutrition knowledge and behaviour change. Citing
the literature, discuss if the "Percentage Daily Intake" food labelling system can
improve nutrition knowledge and result in positive changes in food behaviour with
regards to health.

This essay needs to link into the following learning outcomes:
Critically analyse the range of theories and methods used in nutrition
promotion;
Understand the ways in which social, psychological and environmental
factors can be used to influence food consumers;
Understand the nature of evidence in nutrition promotion and be able to
critically evaluate nutrition communication models;
Understand and critically evaluate examples of nutrition promotion in a
range of settings including the home, preschools and schools, work places,
hospitals, retail food outlets, the community and the mass media.

References/sources: from lit reviews, nutrition publicatiosn etc. not random internet sites/wikipedia etc..

The study of economics helps to provide insight into the decision-making processes of both consumers (demand side) and producers (supply side). Economics suggests that both consumers and producers make rational and purposeful decisions, and each can serve itself better by understanding the motivations of the other better.

After reading the selected resources,

? consider the decision-making process used by consumers as they budget their money to maximize use of their resources.
? What steps do rational consumers take in order to optimize their spending of discretionary income?
? What action can businesses take in order to either predict or react to consumer behaviour adjustments in order to better market to consumers and maximize revenues from consumer activity?

PLEASE USE WRITER BOLAVENS
PLEASE MY RESOURCES TO WRITE THE ESSAY
MAKE THE ESSAY ORIGINAL AS PROMISED PLEASE. NO DIRECT QUOTES OR INTERNET SOURCES OR PREVIOUSLY PUBLISHED WORK

The relashionship between gender and consumerism is a significant element of the course called Bringing the mall home. Using at least 3 examples support from the texts discuss an aspect of the relationship between masculanity, femininity and youth of consumerism in the late 20th century.
Use at least 4 examples from the readings below and at least 2 different sessions.
Make Citations with the page numbers Thanks.

1session
Thomas Hine
http://www.thomashine.com/i_want_that_how_we_all_became_shoppers_5256.htm

2session
Galbriath the dependence effect in the consumer society reader
http://laliteraliteraria.wordpress.com/2010/10/25/critical-text-about-the-dependence-effect-by-john-k-galbraith/
Jean Baudrillard, Consumer society in consumer society in American history pg 33-56
http://books.google.com/books?id=dizi4uWdyIwC&pg=PA33&lpg=PA33&dq=Jean+Baudrillard,+Consumer+society+in+consumer+society+in+American+history&source=bl&ots=4l4De7cuYd&sig=2AFNLNnw6PqtArH6cRJnhNlQ9-Y&hl=en&sa=X&ei=TexFUbuTFLLE4APt2YGgBA&ved=0CDMQ6AEwAA#v=onepage&q=Jean%20Baudrillard%2C%20Consumer%20society%20in%20consumer%20society%20in%20American%20history&f=false
malcolm Gladwell the Coolhuntin the consumer society reader pg 360-374
http://books.google.com/books?id=zXjIdlzlmbsC&pg=PA360&lpg=PA360&dq=malcolm+Gladwell+the+Coolhuntin+the+consumer+society+reader&source=bl&ots=yfJQ48EBwi&sig=jL3T5_HauHWfFoxF5bouSRKCI3k&hl=en&sa=X&ei=p-xFUaGGFZPB4AOE7IDICQ&ved=0CDwQ6AEwAQ#v=onepage&q=malcolm%20Gladwell%20the%20Coolhuntin%20the%20consumer%20society%20reader&f=false
Czujszentmihalyi Chapter 1 people and things in the meaning of things pg 1-19
http://catdir.loc.gov/catdir/samples/cam034/81001443.pdf

3session
Colin Campbellconsuming goods and the good of consuming in consumer society in American history pg19-31
http://books.google.com/books?id=dizi4uWdyIwC&pg=PA19&lpg=PA19&dq=Colin+Campbellconsuming+goods+and+the+good+of+consuming+in+consumer+society+in+American+history&source=bl&ots=4l4De7dnTc&sig=SEPqZT4SFkufli7PutSqpcvxC5U&hl=en&sa=X&ei=Ru1FUYyWEpa64APsqID4BA&ved=0CDMQ6AEwAA#v=onepage&q=Colin%20Campbellconsuming%20goods%20and%20the%20good%20of%20consuming%20in%20consumer%20society%20in%20American%20history&f=false
Michael Schudsondelectable materialism: in consumer society in American history pg 341-358
James Twitchell Two Cheers of Materialism in the consumer society reader og 281-290
http://investedinquiry.wordpress.com/2011/01/18/short-essay-1-summary/
http://amandacaldwellgcsu.wordpress.com/2012/10/15/response-to-james-twitchells-two-cheers-for-materialism/

4
Juliet B. Schor, empowered or seduced in Born to buy pg 177-188
http://www.thesimpledollar.com/2008/05/06/born-to-buy-empowered-or-seduced/

5
Pretty in Ping-dvd

6
Toy Story 3-dvd


Send me if you finish it early Thank you so much. Write it with easy words since english is not my native language.

Background



The UK has proved in recent years to be a very competitive environment for producers of wine. You can probably find wine from more countries on sale here than in any other country. Wine consumption has increased with changing lifestyles and social attitudes. South Africa, particularly since the fall of apartheid, has been very successful and the subject of this coursework is a study of the present and future situation regarding import of wine into the UK.



ASSESMENT DETAILS



You are required to prepare a comprehensive report using a wide variety of research sources on the current competitive situation of South African Wines in the UK. This report will give you an opportunity to relate theory and practice. It should include but not be limited to:



A comprehensive environmental analysis including buyer behaviour issues.

An evaluation of the all of the marketing mix elements currently observed

A competitive analysis based primarily on the country of origin, (Italy, Australia etc.) wine types etc.

Importing issues

South African Government and other agency support

Much of the material required will be available on websites. However you may also wish to consider undertaking some primary research.

You are expected to present your findings with analysis supported by conceptual models e.g. product positioning maps and you should note that there is a substantial mark for this. It is not acceptable merely to reproduce material without insight or comment (even if properly referenced). You must explain what you have found and show how the course material has been of value. You are particularly encouraged to use graphical representation but all words must be counted.


CRITERIA

The following criteria will apply:



Ability to obtain, analyse and synthesise material from a comprehensive range of sources - 50 % of marks

Ability to apply theoretical models and concepts in the presentation of findings - 40% of marks

Ability to present a concise, logical and communicative report including appropriate referencing. - 10% of marks



No Appendices are allowed.

Referencing should use the Harvard system with a Reference List of sources used.

Footnotes are not allowed.

No Bibiography List (i.e. background reading) is required.

All Figures etc. should be given a reference number and introduced in the text.

Photographs should be used liberally.
>>

Headings should be used in each section.Bullet lists should also be used. If something listed does not apply, still touch base and say why it does not apply.
must cite sources within text using MLA.

Introduction: Introduce the tire manufacturing industry in 2-3 sentences. Should define what is been analyzed, and what is not.

1) The Industry's dominant economic features (~3pages)
Must Include:
-Market Size
-Scope of Rivalry
-Growth rate and what stage of the life cycle is the industry in.
-Number of rivals and their relative size
-Prevalance of Forward/Backwards intergration, channels of distribution, pace of process and product technology change.
-whether products are highly differentiated or very similar
-to what extent are economies of scale in purchasing, distribution, advertising, etc. Important
-to what extent do learning curves exist
-Are high rates of capacity utlization important for profitability
-what are the historical levels of profitability.

Further, are there any segments within the industry? If so, what are they and how do their presence effect firms, strategies, competition, and levels of profitability within each segment?

2) Porters Five Forces (~3 pages)
-The rivalry amoung competiting sellers in the industry
-The potential entry of new competitors
-The market attempts of companies in other industries to win customers over their own substitute products
-The competitive pressures stemming from supplier-seller collaboration and bargaining
-The competitive pressures stemming from seller-buyer collaboration and bargaining.
Industry Analysis Paper

For each force, go through the issues that represent high or low power. Determine whether or not, collectively, the force affects the attractiveness of the industry. After you have gone through all five forces, be sure to include a summary of your analysis and what it means for the industry. If the industry is segmented, be sure to include a brief discussion of that fact and how the forces might differ across the different segments.

3. The Drivers of Change in the Industry and Impact They Will Have (~1-1 1/2 pages) USE BULLETS IN PAPER

Most common drivers include: Long term growth rate, Who buys the product and how they use it, Product innovation & technological change, Marketing innovation, Entry/exits of major firms, Diffusion of technological know-how, Globalization, Changes in costs and efficiencies, Emerging buyer preferences (shift towards differentiation or commodity), Regulatory influences, Changes in societal concerns, attitudes, lifestyles, and Reductions in uncertainty and risk in the industry over time.

4. Companies in the Strongest/Weakest Positions - 3PAGES

Identify at least three different firms (or types of firms) in your industry and discuss how each has positioned, or tried to position, themselves, in their industry. Are there positions in the industry that are more attractive than others? What strategies do each of these rivals pursue?

Strategic Group Mapping is just one tool to help you here - Identify characteristics that differentiate - quality/price, geographic coverage, vertical integration, product line breadth, distribution, or service, to name a few.

5. Key Success Factors for Competitive Success - 15 percent

What are the 3-4 key issues/factors that have the strongest relationship with success and profitability? Do these KSFs vary by segment? How are these KSFs likely to vary over time and what are the implications of this evolution?

6. Industry?s Attractiveness and Prospects for Long-Term Profitability - 2 PAGES

Examples may include: growth potential, will competitive forces strengthen, will driving forces increase/decrease profitability, which company?s strategic position will improve/decline, how can firms insulate themselves from the unattractive forces in the industry, degree of uncertainty and severity of problems confronting industry, which types of firms/strategies seem to be most lucrative, is this an attractive industry in which to participate? In this section, you must integrate all the information from your prior sections and provide a reasoned forecast of the future attractiveness of this industry (CONCLUSION).


Paper Format

? Double space, using a 12-point font ? Times Roman or Arial please. No Courier fonts.
? 1 inch margins all around
? It should take about 10-12 pages of text to do a thorough job on this analysis. You can provide appendix material like charts, graphs, etc. but these should not be considered part of the 10-12 pages of text.
? Use headings and number each page. Include a table of contents (this page is not considered part of your 10-12 pages of text)
? Grammar and punctuation count. You will lose points for your errors.
? Clear writing reflects clear thinking.
? Papers must follow the MLA citation format within the text and on the works cited page.

Assignment 3: Promotional and Advertising Strategies
Due Week 9 and worth 240 points

Select one (1) of the following categories of products to research: sports apparel, automobiles, home furnishings, or televisions. Use the Internet to research at least two (2) companies within the selected product category. Take note of the leading companies in this product group, as well as the types of marketing, pricing, and consumer-oriented promotional strategies that these leading companies within the product group use.

Write a six to eight (6-8) page paper in which you:
1. Compare and contrast the promotional strategies used by two (2) different companies for a similar product within the category that you selected.
2. Recommend two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Provide a rationale to support your recommendations.
3. Propose two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Provide a rationale for your response.
4. Analyze the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Suggest two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Provide a rationale for your response.
5. Determine the most effective advertising medium for a company in the selected product category. Support your response with two (2) examples of the effectiveness of the chosen medium.
6. Use at least five (5) quality academic resources in this assignment. Note: Wikipedia does not qualify as an academic resource, and does not include your text.
7. Do not Google, but you should and/or must use articles that are peer reviewed from scholarly journals, principally found in the EbscoHost database.

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; content, citations and references must follow APA formatting requirements. 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.

The specific course learning outcomes associated with this assignment are:
? Apply the core marketing concepts and marketing orientation to develop viable marketing strategies that fit a variety of market environments, domestic and international.
? Analyze information technology applications and the application of decision support systems to gain a competitive advantage and more effectively control operations.
? Use technology and information resources to research issues in contemporary business.
? Write clearly and concisely about contemporary business using proper writing mechanics.





Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.
Points: 240 Assignment 3: Promotional and Advertising Strategies
Criteria Unacceptable
Below 70% F Fair
70-79% C Proficient
80-89% B Exemplary
90-100% A
1. Compare and contrast the promotional strategies used by two (2) different companies for a similar product within the category that you selected.
Weight: 10% Did not submit or incompletely compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected. Partially compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected. Satisfactorily compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected. Thoroughly compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected.
2. Recommend two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Provide a rationale to support your recommendations.
Weight: 15% Did not submit or incompletely recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Did not submit or incompletely provided a rationale to support your recommendations. Partially recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Partially provided a rationale to support your recommendations. Satisfactorily recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Satisfactorily provided a rationale to support your recommendations. Thoroughly recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Thoroughly provided a rationale to support your recommendations.
3. Propose two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Provide a rationale for your response.
Weight: 15% Did not submit or incompletely proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Did not submit or incompletely provided a rationale for your response. Partially proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Partially provided a rationale for your response. Satisfactorily proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Satisfactorily provided a rationale for your response. Thoroughly proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Thoroughly provided a rationale for your response.
4. Analyze the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Suggest two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Provide a rationale for your response.
Weight: 20% Did not submit or incompletely analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Did not submit or incompletely suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Did not submit or incompletely provided a rationale for your response. Partially analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Partially suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Partially provided a rationale for your response. Satisfactorily analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Satisfactorily suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Satisfactorily provided a rationale for your response. Thoroughly analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Thoroughly suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Thoroughly provided a rationale for your response.
5. Determine the most effective advertising medium for a company in the selected product category. Support your response with two (2) examples of the effectiveness of the chosen medium.
Weight: 15% Did not submit or incompletely determined the most effective advertising medium for a company in the selected product category. Did not submit or incompletely supported your response with two (2) examples of the effectiveness of the chosen medium. Partially determined the most effective advertising medium for a company in the selected product category. Partially supported your response with two (2) examples of the effectiveness of the chosen medium. Satisfactorily determined the most effective advertising medium for a company in the selected product category. Satisfactorily supported your response with two (2) examples of the effectiveness of the chosen medium. Thoroughly determined the most effective advertising medium for a company in the selected product category. Thoroughly supported your response with two (2) examples of the effectiveness of the chosen medium.
6. 5 references
Weight: 5% No references provided Does not meet the required number of references; some or all references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices.
7. Writing Mechanics, Grammar, and Formatting
Weight: 5% Serious and persistent errors in grammar, spelling, punctuation, or formatting. Partially free of errors in grammar, spelling, punctuation, or formatting. Mostly free of errors in grammar, spelling, punctuation, or formatting. Error free or almost error free grammar, spelling, punctuation, or formatting.
8. Appropriate use of APA in-text citations and reference section
Weight: 5% Lack of in-text citations and / or lack of reference section. In-text citations and references are provided, but they are only partially formatted correctly in APA style. Most in-text citations and references are provided, and they are generally formatted correctly in APA style. In-text citations and references are error free or almost error free and consistently formatted correctly in APA style.
9. Information Literacy/Integration of Sources
Weight: 5% Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations. Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing.
Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing. Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.
10. Clarity and Coherence of Writing
Weight: 5% Information is confusing to the reader and fails to include reasons and evidence that logically support ideas. Information is partially clear with minimal reasons and evidence that logically support ideas. Information is mostly clear and generally supported with reasons and evidence that logically support ideas.
Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas.

In this Session Long Project, work as a marketing consultant to develop a feasible marketing plan for your client. Conduct both secondary (search secondary sources) and primary research (interview customers or conduct surveys) in order to glean the necessary information for your marketing plan. When conducting primary research, you will collect only qualitative data (i.e., personal in-depth interviews with at least three target customers) for this study.

It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.

Here is the Marketing Plan Outline, which provides information on:
1.The format for your final SLP.
2.A list of topics for the marketing plan.

In this module SLP, conduct the issue analysis for your marketing plan, and develop goals and objectives, as well as the specific marketing strategies.

Issues Analysis

The SWOT analysis and the outcome of the primary research efforts are the basis for the issues analysis. Here the primary focus should be on the charge for your research project. What are the most important issues and decisions that the organization is likely to face when trying to sell the new brand iPad 4? Furthermore, if the previous research steps (situation analysis, SWOT analysis, and primary research efforts) have shown that previous marketing efforts were unsuccessful (and why), then include the lessons to be learned as issues.

In general, issues can include, but are not limited to (the issues depend on the charge of the respective marketing plan and are likely to differ from plan to plan):
?Should the company focus on the charge in question?
?What rate of growth is necessary and sustainable?
?Does the company need to increase promotion to thwart the competition or to successfully reach its target market?
?Does the company need to develop new promotional efforts to reach the identified target market?
?What would be the most promising way of communicating with the target market?
?Does the company need to increase the target market?s knowledge base?
?Does the company need to address/change the target market?s belief systems?
?Does the company need to develop persuasive messages tailored to the specific brand at hand?
?Does the organization need to work on its reputation?
?Is the company?s current distribution in order?
?Should the company review its pricing strategy?
?Does the company anticipate any major competitive attacks in its current markets?

Note: Be realistic when proposing issues. For example, suggesting that the company should invest funds in stocks or real estate is not appropriate for the marketing plan. First, it has nothing to do with the charge at hand; second you are unlikely to have enough information to address this issue in the following sections (i.e., Goals and Objectives, and Marketing Strategies).

Goals and Objectives

Goals and objectives both need to be driven by the issues analysis.

Establish corporate goals: qualitative statements of desired general accomplishments that are indicative of the direction and priorities of the company or the outcome that the company hopes to accomplish (e.g., improve customer satisfaction and loyalty, increase consumer knowledge, change consumer beliefs, persuade the target audience to buy the new brand, have the most recognized and effective advertising campaign in the industry, improve service quality, have lower prices than all competitors, increase market share, produce the most loyal customers in the industry).

Set specific measurable corporate quantitative objectives: targeted dollar amount of sales; number of iPad 4s sold; targeted market share; and so on. That is, express the goals you have outlined above in quantitative (numerical) terms, and place them within a time frame. In other words, the objectives are driven by the goals you outlined above. Avoid listing objectives that have nothing to do with the identified goals.

Note: If you are dealing with a new product (i.e., your charge), do not express objectives for the first year in percentage terms. In other words, stating that you would like to increase awareness by 5% for a new product does not make sense, because a new product will start out with a market share (or awareness) of zero and 5% of zero is still zero. In such a case, phrase your objectives differently (e.g., the objective is to increase the brand awareness among 10% of the target market within the next six months).

Have at least one goal. Make sure that those goals (and your objectives) focus on your charge and also reflect your issues analysis. Have at least two objectives for each goal.

The format for this section should appear as follows:

Goal 1


Objective 1

Objective 2

Goal 2


Objective 1

Objective 2

Marketing Strategies

Marketing strategies encompass recommended positioning, competitive differentiation, and customer value strategy. These include a description of your target market, intended image/position in the market, and the value proposition.

A. Target Market Definition

The process of selecting a target market is one of the most important decisions an organization can make. Most organizations segment the entire population into groups with homogeneous needs. For a market segment to be viable it must be measurable,meaningful,marketable. A segment is measurable if its size can be determined, its purchasing power can be estimated, and other characteristics can be identified. It may be difficult to segment on the basis of social class, but easy to segment along income levels. A segment is meaningful when it is large enough to have sufficient sales and growth potential to serve in the long run. A marketablesegment is one that may be reached and served efficiently. In general, a company wishes to serve the largest possible homogeneous group that also seems to be most likely to be persuaded to buy the product in your charge.

When companies write the marketing plan, defining the target market often proves to be the most challenging aspect of the plan. However, if you do not choose the right markets to target, you will often never achieve complete success. Too often, companies see that their solution can serve the needs of multiple markets and they try to establish multiple markets at the same time. Ultimately, this may lead to failure because they overextended themselves and did not successfully meet the needs of any market. Choose a well-defined market when you write your marketing plan and stick to it until the market dictates a change.

Bases for segmenting consumer markets include demographic, benefit, psychographic, and behavioral characteristics. Demographic segmentation includes the characteristics of age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. Benefitsegmentation describes why consumers buy a product (e.g., makes me feel good, makes me feel useful, etc.). Psychographic segmentation encompasses lifestyle (e.g., outdoors, athletic), and personality (e.g., compulsive, gregarious). Behavioral characteristics include occasion (e.g., Valentine?s Day, birthday), usage rate (e.g., light, medium or heavy users), or attitude (loyalty).

Note: You do not have to use all of the above-listed bases for segmenting consumer markets. However, demographic segmentation and benefit segmentation will always have to be used. Follow the instructions below:

1. Primary (and Only) Target Market
?Describe the primary target market in demographic terms (use the descriptors that are most useful in terms of your charge).
?Describe the primary target market using benefits sought by that market.
?Describe the primary target market using one of the following bases: geographic, psychographic, benefits sought, or usage (depends on your target and your charge).
?Estimate the number of customers in your primary market.
?Justify the choice of your primary target market (if applicable).

This section is very important. Do not take shortcuts.

B. Strategy Statement

1. Image/Market Position

Positioning is the act of designing the offering and its image so that both occupy a meaningful and distinct competitive position in the minds of the target market.

What is the intended image you wish the product to portray? What is the position you wish the product to obtain?

2. Value Proposition

Why should customers buy from the agency instead of its competitors?

What does the agency have to offer to its customers that outperforms its competitors? products?

SLP Assignment Expectations

Use the following outline to organize your paper. Note that the letters ?a, b, c?? and the numbers ?i, ii, iii, iv?? below are used to show the major issues you need to include in your paper, but should not be used to format your paper.

V. Issues Analysis (2 pages maximum)
1.Given your complete marketing analysis, what are the key issues that the company/organization must understand in order to address the charge that is being considered?i.Note: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to sell the product in your charge.
?Bullet points (or numbered statements) are acceptable.


VI. Goals and Objectives (2 pages maximum)
1.The goals and objectives should be stated clearly and concisely.i.(Think S.M.A.R.T. i.e. Specific, Measurable, Achievable & Result Traceable).

2.Each goal/objective should be easily understood given your previous analysis and summary of key issues.i.Do not ?discuss? the goals/objectives. Just present them.


VII. Marketing Strategy Statements (2-6 pages)
1.Note: These are literally statementsi.Do not provide detailed descriptions.
ii.These statements will guide your implementation.
iii.These statements should be logical given your analysis and goals.

2.Target Market Definitioni.Note: This is a short, final description of who your action plan will be intended to reach. You may simply be restating target population previously identified.
?Describe the target market in demographic and/or psychographic terms.
?Describe the key benefits/behaviors this target market seeks/prefers.
?Estimate the number of customers in this segment.

3.Strategy Statementsi.Value Statement ?Why should ?customers? adopt your strategic initiative?
?What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change?
?Identify ?the set of benefits that the strategy offers.?

Note: The value proposition is intangible, but it is made tangible through specific offerings/activities.

ii.Proposition Statement ?What is the key proposition on which the strategy and its activities should be based?
?Refer to the ?4 Ps? of marketing.

iii.Accessibility Statement ?What information or support materials must be made easily accessible?
?Refer to the ?4 Ps? of marketing.

iv.Communication Statement ?What method of communications should be sought? Print/radio and other traditional media? Social networking?



Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 3 SLP based on the feedback from your professor and your additional research, and include the SLPs from Modules 1-3 in the Module 4 SLP.

Explain clearly and logically the facts you find about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

Academic papers at the master?s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University?s online library databases such as ProQuest and EBSCO to find information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

?As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O?Neill, 2002).?

There are different citation and reference formats such as APA, MLA, or Chicago. No matter which format you adopt for your marketing plan, make it consistent throughout the plan.

Also note: The marketing plan should use third person business writing. Avoid ?we,? ?our,? and ?you.? Do not use contractions in business writing.

Guidelines for handling quoted and paraphrased material are found at:

Anonymous (n.d.) Purdue Online Writing Lab. Copyright ?1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/

Anonymous (n.d.) Quoting, Paraphrasing, and Summarizing. Purdue Online Writing Lab. Copyright ?1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/589/01/

Anonymous (n.d.) Avoiding Plagiarism. Purdue Online Writing Lab. Copyright ?1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/589/1/

Your SLP should not simply be a list of facts. Take the facts you find about the company, the charge, and the environments that the company faces, and explain how you think those facts will affect the financial future of the product or brand in your charge. The emphasis in grading your paper will be on the breadth and depth of your discussion of each topic, critical thinking, the clarity of your discussion, and the proper organization of the paper

Example Outline below:

Outline for Completing the Marketing Plan Assignment
MKT501? Strategic Marketing
Use this format to plan your research and complete the SLP assignments. Your final paper in module 5 SLP should follow this outline. Note that the letters ?a, b, c?? and the numbers ?i, ii, iii, iv?? in the outline below are used to show the major issues you need to include in your paper and you may not use these letters and numbers to organize your paper.
I. Cover Page (1 page)
a. Marketing plan title
b. Course title and number
c. Your name and date
d. Name of Instructor
e. Executive Summary (2 pages maximum)
f. Summary of what plan is designed to achieve
g. Summary of key elements of internal environment and external environment analysis (only points that are relevant to understanding the action plan, only the point, not the analysis)
h. Summary of primary research (include key conclusion(s) and reference the key data that supports the conclusion(s)).
i. Summary of prescribed goals and strategic approach to achieving them.
j. Summary of key actions that are outlined.
II. Table of Contents (as many pages as needed)
III. Product Statement (2 pages maximum)
a. Describe the company/organization
b. Provide brief background of the organization
c. Describe charge you have for this marketing plan
d. Provide a brief overview of what issue you are studying, and how a marketing perspective can help address the issue.
IV. Situation Analysis (3-6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
? Industry forces that might impact success of any actions taken
ii. Competitor Analysis
? Any organization or message which may prevent any actions taken from being successful
2
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
V. SWOT Analysis (3-6 pages)
a. Strengths and Weaknesses(Internal)
i. Strengths
ii. Weaknesses
b. Opportunities and Threats (External)
i. Opportunities
ii. Threats
c. SWOT Table
VI. Primary Research (3-6 pages)
a. Qualitative research
i. Identify that subjects and the research process
ii. Identify the purpose of your research
? What issues did you want to study?
iii. Present the key findings
? Questions used in this analysis should be included in the appendix.
? Complete report of each interview should be included in the appendix.
iv. Present a concise conclusion of what you learned
VII. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the company/organization must understand in order to address the charge that is being considered?
i. NOTE: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to promote the product in your charge
? Bullet points (or numbered statements) are acceptable.
VIII. Goals and Objectives (2 pages maximum)
3
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not ?Discuss? the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your previous analysis and summary of key issues.
IX. Marketing Strategy Statements (2-6 pages)
a. NOTE: These are LITERALLY STATEMENTS.
i. Do not provide detailed descriptions.
ii. These statements will guide your implementation.
iii. These statements should be logical given your analysis and goals.
b. Target Market Definition
i. NOTE: This is a short, final description of who your action plan will be intended to reach. You may simply be a restating target population previously identified.
? Describe the target market in demographic and/or psychographic terms.
? Describe the key benefits/behaviors this target market seeks/prefers
? Estimate the number of customers in this segment.
c. Strategy Statements
i. Value Statement
1. Why should ?customers? adopt your strategic initiative?
2. What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change.
a. Identify ?the set of benefits that the strategy offers?
b. NOTE: The value proposition is intangible, it is made tangible through specific offerings/activities.
ii. Proposition Statement
1. What is the key proposition on which the strategy and its activities should be based?
a. Refer to the ?4ps? of marketing.
iii. Accessibility Statement
1. What information or support materials must be made easily accessible?
a. Refer to the ?4ps? of marketing.
iv. Communication Statement
a. What method of communications should be sought?
i. Print/radio and other traditional media?
ii. Social networking?
X. Marketing Implementation (2-6 pages)
a. Follow the format provided in the module 5 SLP.
4
b. Remember, you should suggest at least 2 actions to be taken which can help achieve your stated goals and which are consistent with your strategic statements.
c. What is the cost/budget of implementing the suggested actions?
XI. Marketing Budget (1 page)
XII. References

Previous SLP1 below:


Overview ? Apple Computer Founded in 1976 with a marketing model based on integration, aesthetics and design, never a low price leader, always an innovator. Introduced iPhone in 2007; 2013 Apple Iphone 5 series sold 9 million devices in initial three days of launch. By November 2013, all major US cellular companies offer the IPhone and over 760 mobile customers in China as well as millions globally. Currently has about 17% of market share. (Apple signs deal, 2013).
Competitive Analysis ?
? Android currently dominates market, Windows growing (81% or so Android phones)
? Apple around 13% - but all profitable
? Apple and Samsung, though, are only manufacturers making money
? HTC, LG, Motorola, Nokia and BlackBerry all lost money in 2013
? 81% of Androids are ?junk phones? and make no money
? Real world usage ? Apple has overwhelming share of smartphone and table app sales, Apple?s iOS is making the money (Bradley, 2013).

Market Description - Market is truly global, Apple has a top tier reputation in all markets, and is seen as a status symbol in many.
? Segmentation ? middle-upper middle class individuals, small home and offices, larger businesses with design focus
? Targeting ? turn the ordinary into something extraordinary, worry less about price and more about justification and lifestyle
? Value proposition ? Focus on value and design to build, build through tribe mentality
? Consumer Behavior ? Push the envelope and ease of use, be part of the innovative generation and first line of consumer
? Push the elite and exclusivity angle ? while Android and Windows have many apps, push the fact that many Apple apps are unique and trademarked for Apple OS only
? Apple offers more seamless integration between phone, tablet, laptop and computers
? Buying decision process- consumer must be engaged; merge IPhone with other Apple products ? push consumers as ?Apple Users.?

Distribution Review ? Available only through certified Apple locations certain cellular distributors; usually also offer IPads as well; service must be done at a designated Apple center or cellular manufacture; product is global in nature.
? Design and Engineering done in the USA; Manufacturing with partners (Asia and China), global distribution to decrease costs
? Applications (Software) can only be written by authorized Apple vendors
? Tight control on exclusive market; low price elasticity and price wars
? Designed to increase perception of luxury and aesthetics
? May limit exposure to some markets
Micro and Macro-Environmental Issues
Strengths Weaknesses Opportunities Threats
Pioneer innovator, quality Lower market share due to higher price Synergistic relationship with partners Android and now, new upgraded Windows Phones
Global branding, high impact brand Dependency on CEO and Charisma Huge and consistent market growth Comparably expensive as industry catches up
Strong R&D Switch often to new models Growing CSR and sustainable market issues High product substitution effect
Strong presence in educational market Eroding share of educational Market Increasing demand for cloud, music and seamless integration Can Apple continue to innovate?
Still unique after 35 years Apple stores limit opportunities Partnerships and synergisms Loss of Steve Jobs, market perception

Environmental Solutions for pushing Market Share ?
? Clearly, Apple is a successful, multidimensional and global corporation. Sales have more than doubled between 2005 and 2009 domestically and more than tripled internationally
? Focusing on the ability to have a phone, pad, and computer device that are all interconnected and can handle any conceivable business situation is paramount.
? Updating the iPhone and continually pushing the envelope with new editions keeps the market price elastic, competitive, and ensures continued sales and new customers.
? Rumors abound about Apple introducing a new, compatible HD Television platform, which would certainly increase visibility and market share.
? Apple must improve their image as a globally responsible and sustainable corporation that thinks globally, not just locally. They need to push their proprietary system as something special that deserves protection, and come out looking like the hero rather than the villain.
? Apple needs to push towards its strengths. Apple is not, nor has never wanted to become, a manufacturing company. Instead, Apple is an innovator of electronic devices, and they wish to retain that expertise.
? Partnering with other organizations that are more focused on manufacturing allows Apple to retain its core knowledge, its proprietary technology (Satell, 2013).











REFERENCES USED and CONSULTED

Apple Signs Deal to Open Connection between iPhones and China Mobile. (2013, December). The Guardian. Retrieved from: http://www.theguardian.com/technology/2013/dec/22/apple-iphone-china-mobile-deal?CMP=EMCNEWEML6619I2
7 Key Strategies That You Must Learn From Apple?s Marketing. (2009). Retrieved from: http://blog.kissmetrics.com/7-strategies-apple-marketing/
Bradley, T. (2013, November). Android Dominates Market Share, But Apple Makes all the Money. Forbes. Retrieved from: http://www.forbes.com/sites/tonybradley/2013/11/15/android-dominates-market-share-but-apple-makes-all-the-money/
Deidu, H. (February 27, 2012). The Value of the OS X Monopoly. Asymco. Retrieved from: http://www.asymco.com/2012/02/28/the-value-of-the-os-x-monopoly/
Linzmayer, O. (2004). Apple Confidential 2.0. San Francisco, CA: No Starch Press
Satell, G. (2013, April). Why Apple?s Future is Uncertain. Forbes. Retrieved from: http://www.forbes.com/sites/gregsatell/2013/04/24/why-apples-future-is-uncertain/

SLP 2 below:
Marketing Research: Products and Brands
Introduction
In previous years, Apple Inc has progressed from being an abstract participant in the computer market to a major player in the technology market. Through courageous advancement, they have developed items that have totally changed the technology market. As a result, their brand recognition has increased significantly, and they have added remarkably to their legion of dedicated supporters. The Apple Company is about design, their electronic items are fashionable, their advertising is trendy, their hardware and software are stylish, and like all factors fashionable, there is a substantial price tag. However, like all other factors of fashion, consumers are unpredictable and their tastes frequently change with the next big technology improvement. In addition, Apple company still dominates over every aspect of their item lines, this in previous times turned out to be a mistake that directed them to a specialized niche in the PC market. The following is a SWOT analysis of key strengths and weaknesses as well as important threats and opportunities.
Strengths
Factor I ? iTunes
The iTunes line is a leading source of income for the company. This has rendered various Apple products to be compatible with Windows platforms.
Factor II -Loyal Customers
Apple?s loyal clients mean that the company does not have to contest with opponents about prices but concerning reliability and performance. From the financial performance of the company, it has no debts. This is an indication that Apple Company can invest in any challenge that management believes to be appropriate for its course. Because Apple always produces its current items, the company will always entice new clients or motivate repeat purchases from current clients. Apple?s leading suppliers serve as business presentation points. At these points, clients who doubt any features of Apple?s items can get to test them. Finally, apart from telling clients about the features of all Apple?s items, Apple?s website is also used as a sales route to clients who prefer to buy online and direct from Apple company (Bradley, 2013).
Factor III - User Interface
Without a doubt, apple company technicians have an outstanding ability for picturing simple, user-friendly customer interfaces. The Mac computer was the leading innovator in the personal computer segment. The iPod trend was based not only on the physical design, but also similarly on the ease of use of its click-wheel user interface. The iPhone and iPad then changed the tablet and smart phone categories. All past Smartphones were forced into a feature-phone classification, and all past tablets were totally killed as the iOS was so far in advance. The apple User Interface has now expanded into the Cloud. The company has incorporated their iCloud service in such a smooth manner that it is almost clear to the customer. The customer takes a picture on the iPhone it is instantly submitted to the Picture stream in iCloud, and reveals upon the person's iPad or computer. It will also show up on other specified customers, sharing the same folder.
Weakness
Factor I ?Products
Apple relies heavily on product launch dates to attract attention for its clients. Moreover, the company has poor relationships with other key companies in the marketplace with the ability to take Apple to new levels. However, this only possible through partnership with the companies. A perfect example has been Microsoft company organization. Lastly, compared with the other opponents who have powerful existence in various markets, Apple?s existence is mainly concentrated in Asia, United States and European countries.
Factor II ? Compatibility
As a response to a recognized risk from Google, Apple Company recently relaxed, extremely strict limitations for designers that desired to develop applications for the iPhone. It has now allowed them to use a broader variety of computer 'languages' with Apple?s operating system iOS. As apple makes 40% off every application sold, they are extremely protective in nature regarding compatibility concerns, and they have failed to react to issues in a timely fashion. All these are weak points that have triggered them to lose business relationships and income in this and plenty of other occasions (Linzmayer, 2004).
Opportunities
Factor I ? iPhone
The smart phone industry is still expanding, so I anticipate ongoing growth. Additionally, as I outlined, the smart phone is a product that is changed on a regular pattern, guaranteeing continued sales. Critics like to snicker at the highest market share of Google?s Android operating system OS, but Apple still maintains the highest market share of revenue in the market. In the end, to investors, this is what matters.
Factor II ? iPad
There will be tremendous growth in this segment. The iPad is projected to continue dominating the market for some years to come. Ultimately, it will be expected to share the market with rivals. However, in this rapidly growing market, this will not hinder its growth. Most notable, the iPad will be remarkably strong in the enterprise.
Factor III? Mac Computers
With iPads and iPhones leading the way in the business, and the reputation of the brand in third world countries, Mac PCs continue to flourish in terms of sales. Now, the growth rate is sluggish, but this is in comparison to the competitors which is experiencing a slow down. This implies that the Mac is acquiring market share, gradually, but continuously.
Factor iv? Other areas
Rumor has it that Apple will launch a new iTV set. While this is just but a speculation, it remains to be announced and proven. As for other items, Apple is predicted to change something every few years. At least for now, they will be depending on the progress of current items. This will keep providing for both development and outstanding profits to the investor.
Threats
Factor I ? Competitors
Despite the recent market share, Apple sales are still lagging behind competitors in the PC industry like HP and Dell. Additionally, other Smartphones, which function with multiple carriers, cause a significant risk as the only service provider approved by Apple for the iPhone is ATT, which Consumer Reports rate as the lowest service provider for customer satisfaction. For one of Apple?s leading items, the iPhone, to remain associated completely with a partner that customers have indicated so much discontent with, can endanger Apple?s strategy of interoperability among their items. This is because the iPhone serves as a major inroad for customers, to purchase these other items (Satell, 2013).
Factor II ? Pricing
Although apple increased revenue in 2012, this was due to laptops and the iPhone with its related applications. In reality, the revenue of Apple from personal computer systems and iPods were down. Based on Forrester Research the ratio of buyers who believe that better costs exceeds brand commitment has been continuously increasing (Satell, 2013). Additionally, the recent financial crisis has heightened this problem. Apple needs to upgrade a number of its offerings to enable their PCs to be bought at a lower cost. Failure to do this, there is an actual threat of continued loss of market share in the said industry.
Factor III ? Counterfeiting
Recently, the New York observer reported a story of a young boy who made thousands of dollars from manufacturing iPhones using parts of he bought from Apple?s foreign suppliers. Additionally, bootleggers abroad have besieged Apple. Excessive production delays and pricing continue to encourage this trend and these threats are likely to erode the company?s market share.
Factor iv ? Style
Apple white-colored is the new black in electronic consumables. Although Apple?s items are extremely fashionable right now, they are only available in black, white, stainless-steel metallic finish, which at some level stops customers from showing their personality even at this time. In the past, Apple has proven that it can experiment with shades with strongly shaded laptops. While opponents are providing many strong shades in every segment that Apple company plays in, only Apple?s tiniest items, the iPod Shuffle and the and the iPod Nano are available with any shade choice and even then the choice is very restricted. The threat to restricting customer options is that it could jeopardize if this technique carries on too long. Therefore, Apple Company could possibly box itself into a corner if they modify strategy too late to match clients (Deidu, 2012).
Conclusion
Apple Company is a relative newbie in the electronic consumables industry. Nevertheless, via advancement and courageous experimentation, they have completely changed the field. They still appear to be somewhat established in their old strategy as a PC hardware and software producer and also appear to be somewhat hesitant to modify their business methods, this could be a prospective drawback. This technique has so far been effective in the last several years as their consumer electronics have grown, but as technology continues modifying, they could easily be remaining behind by the next new items. Furthermore, they seem to be doing the same compatibility errors as they attempt to serve as a firm that engages everything, yet they are hesitant to give up control. Competitors should prevent their errors by opening up to cooperation and by collaborating with other high technical firms.

References
Bradley, T. (2013). Android Dominates Market Share, But Apple Makes all the Money. Forbes. Retrieved from: http://www.forbes.com/sites/tonybradley/2013/11/15/android-dominates-market-share-but-apple-makes-all-the-money/
Deidu, H. (2012). The Value of the OS X Monopoly. Asymco. Retrieved from: http://www.asymco.com/2012/02/28/the-value-of-the-os-x-monopoly/
Linzmayer, O. (2004). Apple Confidential 2.0. San Francisco, CA: No Starch Press
Satell, G. (2013). Why Apple?s Future is Uncertain. Forbes. Retrieved from: http://www.forbes.com/sites/gregsatell/2013/04/24/why-apples-future-is-uncertain/
Apple Signs Deal to Open Connection between iPhones and China Mobile. (2013, December). The Guardian. Retrieved from: http://www.theguardian.com/technology/2013/dec/22/apple-iphone-china-mobile-deal?CMP=EMCNEWEML6619I2
7 Key Strategies That You Must Learn From Apple?s Marketing. (2009). Retrieved from: http://blog.kissmetrics.com/7-strategies-apple-marketing/

SLP 3 below:
Apple iPad 4
Questions from the Survey Used to Conduct Qualitative Research
1. On a scale of one to five with five being an extremely strong desire and one representing no desire, what is your desire to purchase an ipad?
2. What is the main use for which you are buying an ipad?
3. In your opinion, why do you see the ipad as being more expensive than other tablets?
4. What other apple products do you own?
5. What word first comes to your head when you hear the word ?apple products? or see the apple logo?
6. What benefits does the ipad 4 have to offer you?
7. What other issues are a concern to you when purchasing an ipad other than price?
8. Who else do you know that owns an ipad 4?
9. What feature of the ipad 4 do you anticipate using the most?
10. Will your ipad 4 be used mostly for work-related issues or for personal tasks?
Subjects were recruited at random from a pool of people who would be able to afford an ipad and who were all over the age of 18. There were ten subjects recruited for this project and they all worked jobs where they made over $45,000 per year.
In summary, 8 of the ten subjects reported a very strong desire to purchase an ipad, a desire of over a number four or five. Two of the subjects reported a desire for an ipad around a two or three. Sixty percent of the participants said they wanted the ipad to use for work or school. The other forty percent said they would use their ipad for pleasure. All the participants viewed the ipad as being more expensive than other tablets as a result of the superiority of apple products and the higher quality of materials. Nearly all the participants responded that they thought of words like ?iphone? or ?laptop? when they saw the apple logo. The benefits of the ipad that most participants reported were benefits connected to screening and to making presentations. For question eight, participants expressed concern about breaking their ipad inadvertently or having it stolen. Half the participants said their co-workers and family members owned ipads, the other half said no one they knew had one. All of them expressed the desire to use it for work related tasks. Fundamentally, one can observe that based on these findings, ipads are necessary for people on a professional level: professional and school obligations are some of the biggest driving impetus for encouraging a potential consumer to purchase the product.
Primary Qualitative Research
As stated earlier, the subjects that were primary during the research process were students and professionals over the age of 18 and younger than 60. Key findings were that Apple was considered an elite, high quality brand and that professional obligations were the fundamental reasons for purchase. Essentially, Apple should use the angle of making one?s work easier as a stable thruline of the marketing process.
The company was built on the cornerstone of innovation, and the risk of going against the most common pillar of thought. This meant that in order to be different, and ultimately, in order to succeed, one had to be able to take risks that went against what the critics had to say: ?As an entrepreneur, you?ll hear a lot of people tell you that you need to reach out and figure out what people want, which means listening to your critics, often times more patiently than you?d like. Apple decides to flip the script and instead focus on building what they want to build, no matter the perceived cost. When Steve Jobs debuted the iPad, the critics stood in line, throwing every insult they could muster. The critics said that the iPad would fail. The numbers say otherwise? (Tanda, 2014). The first iPad received tremendous criticism and even mockery from a range of news sources and technology experts, however, the product still sold in droves.
Another way that the company has long been able to differentiate itself from the competition was by continuing to take the ordinary experience and adapt it. This meant that for a long time the company was able to hone its design style in such a way that it made even the most prosaic parts of machinery look beautiful. One of the major challenges that the company is still faced with is justifying its higher price tag. The company charges over twice of what their competitors charge and they still manage not to price themselves out of the market. The company has a clear justification for doing so: their products are beautiful and their fanbase of consumers is absolutely devoted to them. The company is also able to justify their price with features and benefits of the product that can?t be matched elsewhere. As one fan explains, ?No software is more intuitive, no product more valuable than the Apple product. Any other smartphone looks like it was developed by rookies when compared to an iPhone 4. You simply cannot compare the two. Critics will play on the fact that the core features are the same, and they might be, but that?s not the point. The point is that Apple is the Rolls Royce of the technology and design world, and their customers will gladly pay a premium because of it? (Tanda, 2014). One of the signs that Apple has long been on the right track with its current marketing plan is that there is a phenomenon known as unboxing where customers video tape the process by which they unwrap their brand new apple products. This means that the process is so Zen and continues long past the cash register that Apple has been able to inspire consumers to record and share their experiences with the rest of the world.
This is partly a manifestation of the three marketing pillars that Apple has long had in place and which continue to guide the company to this day. The first pillar is empathy and an understanding of customer needs more than any other company. The following pillars of marketing are focus (doing the job set out to do) and impute: being able to create a product which is designed so well and with the highest quality that it looks amazing, as people do judge a book by its cover (Moorman, 2012). Thus, the key for Apple is continuing to build its marketing strategy within its daily practice and generating more press on how consumer-friendly the company is. One of the major obstacles to Apple is the fact that it can too often be perceived as an expensive or elitist company. Sometimes when a company prices its products at the highest margin, it can be viewed as holier than thou or snobbish. One of the ways that Steve Jobs sought to correct this from the beginning was by hiring truly empathetic employees who think very deeply about the entire process of the consumer. ?Steve Jobs unique and effective insights about how people want to interact with technology. Jobs used a quote originally attributed to Henry Ford to describe why these insights were so important: ?If I had asked people what they wanted, they would have said faster horses??illustrating the problem that customers may be limited to thinking only in terms of what they know, instead of what is possible. So Jobs and colleagues thought about the customer experience more deeply than the customer could? (Moorman, 2012). This might be the case, but all the consumers who have not yet been persuaded to purchase apple products, need to be aware of this higher level of empathy among the items which is present and accessible. This amount of empathy gives Apple products an extremely strong competitive advantage; however, without the right amount of press, there will be no way for potential consumers and massive parts of the untapped market to know about this. The professional allure and ease of Apple products, their work-reducing capacities and the general consumer-empathy of the company need to be strong pillars of the subsequent marketing strategy.














References
Moorman, C. (2012, July 1). Why Apple Is a Great Marketer. Retrieved from Forbes.com: http://www.forbes.com/sites/christinemoorman/2012/07/10/why-apple-is-a-great- marketer/
Tanda, T. (2013). 7 Key Strategies That You Must Learn From Apple?s Marketing. Retrieved from blog.kissmetrics.com: http://blog.kissmetrics.com/7-strat