Marketing Management：What Next For Digital Millennials

This assignment is in three parts and asks you to take a critical and balanced look at a topical marketing concept and explore what it may tell us about future opportunities to target new groups of digital consumers. You are being asked to compare media views with recognised academic sources to come up with your own evidenced perspective on the next generation of consumers.

The first part of the task asks you look at popular media and explore and map the sources they use, the evidence they offer and the validity of the argument that are used to describe digital “millennials”.  Use this to build a customer profile of who a next-generation Millennial is or will be – according to your media sources.

The second task asks you to undertake research using peer group review journals to establish current academic thinking of this same new generation of consumers.  You should begin by looking at different definitions, the different study approaches and the different meanings attributed to millennials.

The third part is “Reflections and Areas for Further Research”. You are now asked to compare and contrast popular media with recognised sources. Use this final section to conclude where the weaknesses in the argument are and to draw out how you would go about developing a future marketing opportunity. A key element will be for you to reflect on what the research and reading mean for you.

As a starting point for task one, you may wish to look,for example, critically at the articles as media examples to address the first part of the question. https://lh3.googleusercontent.com/6ebHxw6_L-GvHiaubvADZU8R3mmPxIDra5Kex0vvAc_5Okq4iXG0qU0JAYt1nc3rU6a6zld1_FHMNy8kL2wHMEEPKas8Yl5wLpze3DHeJ-KP7lM2U_NaFC_TEKoqBSLInw

 

Pew Research (How millennial are you?)

Goldman Sachs (Coming of Age)

The MeMeMe generation (Time Magazine)

The Deloitte Millennial Survey 2018 available from

Pew Generational Research 2018

A New Generational Contract Resolution Foundation

The 10 best places to work for Millennials, Fortune June 2018

What do we know about the generation after millennials? | Jason Dorsey | TEDxHouston

How Generation Z Will Change The World According To   Experts (Time   Magazine

This is not a conclusive list but you will find trends   and you may also find common themes, some of which may be paradigms.

Your challenge is that these “established” sources may not relate to digital Millennials which might be deemed as a new and emerging field of study.

It is almost certain that the existing literature (journal articles) have yet to catch up with the media.

So who has the evidence; the practitioners or the academics?  This is what is known as a troublesome concept (Meyer 2005)

This assignment is in three parts and asks you to take a critical and balanced look at a topical marketing concept and explore what it may tell us about future opportunities to target new groups of digital consumers. You are being asked to compare media views with recognised academic sources to come up with your own evidenced perspective on the next generation of consumers.

The first part of the task asks you look at popular media and explore and map the sources they use, the evidence they offer and the validity of the argument that are used to describe digital “millennials”.  Use this to build a customer profile of who a next-generation Millennial is or will be – according to your media sources.

The second task asks you to undertake research using peer group review journals to establish current academic thinking of this same new generation of consumers.  You should begin by looking at different definitions, the different study approaches and the different meanings attributed to millennials.

The third part is “Reflections and Areas for Further Research”. You are now asked to compare and contrast popular media with recognised sources. Use this final section to conclude where the weaknesses in the argument are and to draw out how you would go about developing a future marketing opportunity. A key element will be for you to reflect on what the research and reading mean for you.

As a starting point for task one, you may wish to look,for example, critically at the articles as media examples to address the first part of the question. https://lh3.googleusercontent.com/6ebHxw6_L-GvHiaubvADZU8R3mmPxIDra5Kex0vvAc_5Okq4iXG0qU0JAYt1nc3rU6a6zld1_FHMNy8kL2wHMEEPKas8Yl5wLpze3DHeJ-KP7lM2U_NaFC_TEKoqBSLInw

 

Pew Research (How millennial are you?)

Goldman Sachs (Coming of Age)

The MeMeMe generation (Time Magazine)

The Deloitte Millennial Survey 2018 available from

Pew Generational Research 2018

A New Generational Contract Resolution Foundation

The 10 best places to work for Millennials, Fortune June 2018

What do we know about the generation after millennials? | Jason Dorsey | TEDxHouston

How Generation Z Will Change The World According To   Experts (Time   Magazine

This is not a conclusive list but you will find trends   and you may also find common themes, some of which may be paradigms.

Your challenge is that these “established” sources may not relate to digital Millennials which might be deemed as a new and emerging field of study.

It is almost certain that the existing literature (journal articles) have yet to catch up with the media.

So who has the evidence; the practitioners or the academics?  This is what is known as a troublesome concept (Meyer 2005)

Ethical Issue Analysis

 

NOTE:  All submitted work is to be your original work. You may not use any work from another student, the Internet or an online clearinghouse.  You are expected to understand the Academic Dishonesty and Plagiarism Policy, and know that it is your responsibility to learn about instructor and general academic expectations with regard to proper citation of sources as specified in the APA Publication Manual, 6th Ed. (Students are held accountable for in-text citations and an associated reference list only).  Serious sanctions can result from violations of any type of the Academic Dishonesty and Plagiarism including a zero on a project, a zero for the course or dismissal from the University.

Purpose:  In this project, you will assess how two start up companies have come under scrutiny for their actions in operating in today’s business environment.  How these companies are operating are pushing the limits or have exceeded the limits of what is considered ethical and legal.  In completing this project you will have the opportunity to research the two companies, identify stakeholders influenced by the organization’s decisions and develop and evaluate alternatives, recommend solutions to ensure appropriate business practices and accountability occur

Outcomes met by completing this project:

1. identify ethical issues that arise in domestic and global business environments using an understanding of ethical concepts and of legal and business principles

2. develop and evaluate alternatives to, and recommend solutions for, ethical dilemmas, taking into account ethical and legal requirements and the essential mission of the business enterprise

3. effectively communicate to internal and external business stakeholders the complexities of ethical issues, suggesting and analyzing various solutions in order to ensure appropriate business practices and accountability

Instructions

Use the following steps to complete the project.  You will demonstrate an understanding of ethical concepts and of legal business principles and are required to use the course material to support the ideas and conclusions presented.

Step 1:  Silicon Valley Startup Companies

Read the following articles about Silicon Valley startup companies (Theranos, Zenefits and Hampton Creek Foods).  Each company discussed in the articles below eventually came under scrutiny for ethical and/or legal issues.  Since embroiled in scandal, Hampton Creek Foods has been repositioned and is now known as Just, Inc.

Griffith, E. (2017, December 16).  The other tech bubble.  Wired.  Retrieved fromhttps://www.wired.com/story/the-other-tech-bubble/

Griffith, E. (2017, December 28).  The ugly unethical underside of Silicon Valley.  Fortune.  Retrieved from http://fortune.com/silicon-valley-startups-fraud-venture-capital/

Hartmans, A. (2018, September 5).  The rise and fall of Elizabeth Holmes, who started Theranos when she was 19 and became the world’s youngest female billionaire before it all came crashing down.   Business Insider  Retrieved from https://www.businessinsider.com/theranos-founder-ceo-elizabeth-holmes-life-story-bio-2018-4

Suddath, C. and Newcomer, E. (2016, May 9).  Zenefits was the perfect startup.  Then it self-disrupted.  Bloomberg.  Retrieved from https://www.bloomberg.com/features/2016-zenefits/

 

NOTE:  All submitted work is to be your original work. You may not use any work from another student, the Internet or an online clearinghouse.  You are expected to understand the Academic Dishonesty and Plagiarism Policy, and know that it is your responsibility to learn about instructor and general academic expectations with regard to proper citation of sources as specified in the APA Publication Manual, 6th Ed. (Students are held accountable for in-text citations and an associated reference list only).  Serious sanctions can result from violations of any type of the Academic Dishonesty and Plagiarism including a zero on a project, a zero for the course or dismissal from the University.

Purpose:  In this project, you will assess how two start up companies have come under scrutiny for their actions in operating in today’s business environment.  How these companies are operating are pushing the limits or have exceeded the limits of what is considered ethical and legal.  In completing this project you will have the opportunity to research the two companies, identify stakeholders influenced by the organization’s decisions and develop and evaluate alternatives, recommend solutions to ensure appropriate business practices and accountability occur

Outcomes met by completing this project:

1. identify ethical issues that arise in domestic and global business environments using an understanding of ethical concepts and of legal and business principles

2. develop and evaluate alternatives to, and recommend solutions for, ethical dilemmas, taking into account ethical and legal requirements and the essential mission of the business enterprise

3. effectively communicate to internal and external business stakeholders the complexities of ethical issues, suggesting and analyzing various solutions in order to ensure appropriate business practices and accountability

Instructions

Use the following steps to complete the project.  You will demonstrate an understanding of ethical concepts and of legal business principles and are required to use the course material to support the ideas and conclusions presented.

Step 1:  Silicon Valley Startup Companies

Read the following articles about Silicon Valley startup companies (Theranos, Zenefits and Hampton Creek Foods).  Each company discussed in the articles below eventually came under scrutiny for ethical and/or legal issues.  Since embroiled in scandal, Hampton Creek Foods has been repositioned and is now known as Just, Inc.

Griffith, E. (2017, December 16).  The other tech bubble.  Wired.  Retrieved fromhttps://www.wired.com/story/the-other-tech-bubble/

Griffith, E. (2017, December 28).  The ugly unethical underside of Silicon Valley.  Fortune.  Retrieved from http://fortune.com/silicon-valley-startups-fraud-venture-capital/

Hartmans, A. (2018, September 5).  The rise and fall of Elizabeth Holmes, who started Theranos when she was 19 and became the world’s youngest female billionaire before it all came crashing down.   Business Insider  Retrieved from https://www.businessinsider.com/theranos-founder-ceo-elizabeth-holmes-life-story-bio-2018-4

Suddath, C. and Newcomer, E. (2016, May 9).  Zenefits was the perfect startup.  Then it self-disrupted.  Bloomberg.  Retrieved from https://www.bloomberg.com/features/2016-zenefits/

Global Brand Marketing

1. Choose a product. Conduct a branded and unbranded experiment. What did you learn about the equity of the brands in that product class? Can you identify any other advantages or disadvantages with the comparative methods?

2. What is your assessment of the Interbrand methodology?  What do you see as its main advantages and disadvantages?

3. What is your analysis of Young and Rubicam’s Brand Asset Valuator?  What do you see as its main advantages and disadvantages?

1. Choose a product. Conduct a branded and unbranded experiment. What did you learn about the equity of the brands in that product class? Can you identify any other advantages or disadvantages with the comparative methods?

2. What is your assessment of the Interbrand methodology?  What do you see as its main advantages and disadvantages?

3. What is your analysis of Young and Rubicam’s Brand Asset Valuator?  What do you see as its main advantages and disadvantages?

Perceived-value pricing

  • Markup pricing
  • Target-return pricing
  • Perceived-value pricing
  • Value pricing
  • EDLP
  • Going-rate pricing
  • Auction-type pricing

As a consumer, which do you prefer? Why? If the average price were to stay the same, which would you prefer an organization to do: (1) set one price and not deviate; or (2) employ slightly higher prices most of the year but offer slightly discounted prices or specials for certain occasions.

  • Markup pricing
  • Target-return pricing
  • Perceived-value pricing
  • Value pricing
  • EDLP
  • Going-rate pricing
  • Auction-type pricing

As a consumer, which do you prefer? Why? If the average price were to stay the same, which would you prefer an organization to do: (1) set one price and not deviate; or (2) employ slightly higher prices most of the year but offer slightly discounted prices or specials for certain occasions.

Discuss Dynamic Strategic Interactions in Hypercompetitive Industries

Prior to beginning work on this discussion, review Chapter 16: Strategic Elements of Competitive Advantage, and table 16-2: D’Cruz’s model, “Dynamic Strategic Interactions in Hypercompetitive Industries.”

  • Define the term hypercompetition with an example. Identify a firm that competes in a hypercompetitive industry.
  • Explain how the five partners (flagship) model developed by Rugman and D’Cruz differ from Porter’s five forces model?
  • Determine how the firm you selected uses dynamic strategic interactions to compete in each arena listed in the model on 16-2, which are cost and quality, timing and know-how, entry barriers, and deep pockets.
  • What is the connection if any, between national competitive advantage and a company competitive advantage?

Your initial post should be a minimum of 300 words. Cite your textbook and any other sources used to support your ideas. You may refer to Ashford University Writing Center’s APA Style (Links to an external site.) resource.

Part 2

Prior to beginning work on this discussion, review Chapter 17: Leadership, Organization, and Corporate Social Responsibility in your text.

The goal in organizing for global marketing is to find a structure that enables the company to respond to significant differences in international market environments and to extend valuable corporate knowledge.

  • Discuss at least three alternatives for global organization structure.
    • For each one, explain the structure and some of its advantages and disadvantages for global operations.
  • Evaluate the importance of creating the balance between autonomy and integration in various global organization structures.

Consumers throughout the world expect that companies conduct business in an ethical and socially responsible way. Socially conscious companies should include human rights, labor, and the environmental issues in their agenda.

  • Identify at least three ways global companies can demonstrate their commitment to CSR.
    • Provide an example where a specific company, other than Starbucks, demonstrated commitment to CSR.

Your initial post should be a minimum of 300 words. Cite your textbook and any other sources used to support your ideas. You may refer to Ashford University Writing Center’s APA Style (Links to an external site.) resource.

INTERNATIONAL MARKETING AND EXPORT MANAGEMENT CASE STUDY

Place yourself into the position of an Export Manager within a company. Prepare an Export Plan for a product brand being exported from the U.S. to another country. You may use any Country and Product. Use the information from chapters within the book to help you prepare an export plan. Each chapter in the book should provide insight into the issues one must consider as an exporter. Do not exclude (1) What channels of distribution you will use once in the country of choice; (2) How you will be paid; whether you will be just exporting or export marketing within the country and (3) Are you making any money? Supply a profit and loss and income statement on your export plan.  Place yourself into the position of an Export Manager within a company. Prepare an Export Plan for a product brand being exported from the U.S. to another country. You may use any Country and Product. Use the information from chapters within the book to help you prepare an export plan. Each chapter in the book should provide insight into the issues one must consider as an exporter. Do not exclude (1) What channels of distribution you will use once in the country of choice; (2) How you will be paid; whether you will be just exporting or export marketing within the country and (3) Are you making any money? Supply a profit and loss and income statement on your export plan.

International Distribution Channels

https://online.fiu.edu/videos/?vpvid=187520b6-3d41-4c42-b6a9-ec002cec831f

1. Describe some of the marketing challenges that VWA faces in achieving their ambitious sales goals in the US according to the video case.

2. According to the video case, how does the US automotive market differ from the rest of the world ‘s automotive markets?

3. Describe the importance of the US market for VW’s worldwide success according to the video case.

4. Describe the Agency “Pitch Process” that Deutsch LA participated in to win the VW business in the US.

5. Describe the rationale behind the “Punch Dub” campaign and how it was developed to promote the entire VW product line.

6. Describe the IMC approach used for the “Punch Dub” Campaign as described in the video case.

Include the different “touch points” that formed part of this campaign.

7. According to the video case, what type of metrics does VWA use to measure the effectiveness of the IMC campaigns?

Ethical Implication

1. Based on the report “BUS225 – Service, Retail and Relationship Marketing Group Assignment-1.docx” just come out with the ETHICAL IMPLICATIONS

2. To mention about “SERVICESCAPE MODEL” refer to BUS225_Chapter 10_Servicescape page 2 figure 10.3

3. Use ONLY those THEORY that applies to the Calvin Klein(the report)

4. The theory is stated under the ethical implication under role & impact and ethical implication

5. On top of those theories stated, those Ethical.jpg files are also a theory that you can use.

6. Point 4 & 5 are some of the theory choose what is applied to the report, need not need to write all.

7. Journals can only from Journals.png file

8. In additional can use Journal of robotics, all journal must be from the year 2008 to 2019

9. Referencing using Curtin Chicago 17th B, refer to Chicago_17th_B_print_guide_Semester_one.pdf page 6,7,9

10. Have clear in-text citation format (not in number format)

11. Read Carefully what is require under ASSESSMENT guide.docx

12. To Have the header and sub-header

13. Based on the marking criteria there is 2 parts

a. Identify and describe issues within essay – Ethics

b. Ability to be able to use theory and literature in essay. – Ethics 

14. State clearly the theory used and describe the theory and apply the theory to the report with the support of journal.

15. Word count 800 to 850 words

16. Take note of the language use

17. Urkund Score cannot exceed 10% 

18. Refer to the marking guide under ASSESSMENT guide.docx

Explain the relationship between extensive limited and routine decision making relative to high- and low-involvement decisions.

  1. You are opening a new, high end restaurant in a large city, explain how you would utilize Maslow’s Hierarchy of needs to appeal to the needs of your targeted market.
  2. Explain the relationship between extensive, limited, and routine decision making relative to high- and low-involvement decisions. Identify examples of extensive, limited, and routine decision making based on your personal consumption behavior
  3. Consider a company where marketing and sales are two different departments. Their customers are other businesses. Using both the buying center and buying process, describe what the marketing department actually does. What do salespeople actually do?
  4. Locate three different types of websites that cater to markets discussed in this chapter. How do these differ from sites like eBay or Overstock.com? How are they similar? B2C models like Groupon and LivingSocial are being adopted by B2B companies. Examples include Bizy Deal; take a look at their site and identify the types of offerings that seem prevalent. What characteristics of the product or service would make such a model right for a B2B company?
  1. You are opening a new, high end restaurant in a large city, explain how you would utilize Maslow’s Hierarchy of needs to appeal to the needs of your targeted market.
  2. Explain the relationship between extensive, limited, and routine decision making relative to high- and low-involvement decisions. Identify examples of extensive, limited, and routine decision making based on your personal consumption behavior
  3. Consider a company where marketing and sales are two different departments. Their customers are other businesses. Using both the buying center and buying process, describe what the marketing department actually does. What do salespeople actually do?
  4. Locate three different types of websites that cater to markets discussed in this chapter. How do these differ from sites like eBay or Overstock.com? How are they similar? B2C models like Groupon and LivingSocial are being adopted by B2B companies. Examples include Bizy Deal; take a look at their site and identify the types of offerings that seem prevalent. What characteristics of the product or service would make such a model right for a B2B company?

OnePlus Case Analysis

Answer these questions in a Word Document. Please double-space your text and use Times New Roman 12 point font. This should be 4 pages. If you cite the book, simply put (Lamb, Hair, & McDaniel, pg. XX) after the quote/paraphrase, and you don’t need a source cited page. Please do include a source cited page for any other sources you use.

  1. What were the main factors accounting for the early success of OnePlus? Will these factors still be relevant as OnePlus moves into the mainstream/mass market?
  2. Which persona(s) from Exhibit 8 do you think form the most likely segment(s) to target for OnePlus’ expansion?
  3. Given your choice of target persona(s), what positioning would you recommend? What should “Never Settle” stand for in the future for this target persona(s)/segment(s)?
  4. For distribution channels and partners, should OnePlus stay online only or expand through physical retailers?
  5. Assume you have a marketing communications budget of $5 million. Looking at Exhibit 11, recommend a communications plan. Which media channels should OnePlus emphasize?
  • attachment

    OnePlus.docx

    Answer these questions in a Word Document. Please double-space your text and use Times New Roman 12 point font. This should be 4 pages. If you cite the book, simply put (Lamb, Hair, & McDaniel, pg. XX) after the quote/paraphrase, and you don’t need a source cited page. Please do include a source cited page for any other sources you use.

    1. What were the main factors accounting for the early success of OnePlus? Will these factors still be relevant as OnePlus moves into the mainstream/mass market?
    2. Which persona(s) from Exhibit 8 do you think form the most likely segment(s) to target for OnePlus’ expansion?
    3. Given your choice of target persona(s), what positioning would you recommend? What should “Never Settle” stand for in the future for this target persona(s)/segment(s)?
    4. For distribution channels and partners, should OnePlus stay online only or expand through physical retailers?
    5. Assume you have a marketing communications budget of $5 million. Looking at Exhibit 11, recommend a communications plan. Which media channels should OnePlus emphasize?
    • OnePlus.docx