“An Introduction to Theodore Levitt’s Marketing Myopia

responding to this question:

https://www.youtube.com/watch?v=W1lmpGSFV2w

Theodore Levitt left a stamp on marketing strategy when he coined term “marketing myopia” in his article published by Harvard Business Review in 1960. More than half of a century later, the important message still resonates in today’s marketplace. Give at least one specific example of a company that fell into a myopic trap. Explain why and how this happened and elaborate on what marketing activities the company should have implemented and controlled.

REQURIEMENTS:
-250 words !!

-2 external sources !!

-APA format !!

– Turnitin attachment

Turnitin Requirements:

  • For each post, your similarity score must meet a threshold of no more than 20%.
  • A post with greater than 20% similarity must be revised and resubmitted to Turnitin until the 20% threshold is achieved.
  • For resubmissions, it may take up to 24 hours for a new similarity score.
  • It is the student’s responsibility to allow enough time for resubmission of their assignment to Turnitin if their initial report did not meet the 20% threshold.
  • A post with more than 20% threshold will receive a zero.responding to this question:

    https://www.youtube.com/watch?v=W1lmpGSFV2w

    Theodore Levitt left a stamp on marketing strategy when he coined term “marketing myopia” in his article published by Harvard Business Review in 1960. More than half of a century later, the important message still resonates in today’s marketplace. Give at least one specific example of a company that fell into a myopic trap. Explain why and how this happened and elaborate on what marketing activities the company should have implemented and controlled.

    REQURIEMENTS:
    -250 words !!

    -2 external sources !!

    -APA format !!

    – Turnitin attachment

    Turnitin Requirements:

    • For each post, your similarity score must meet a threshold of no more than 20%.
    • A post with greater than 20% similarity must be revised and resubmitted to Turnitin until the 20% threshold is achieved.
    • For resubmissions, it may take up to 24 hours for a new similarity score.
    • It is the student’s responsibility to allow enough time for resubmission of their assignment to Turnitin if their initial report did not meet the 20% threshold.
    • A post with more than 20% threshold will receive a zero.

Social Messaging Apps

The rapid rise of social messaging apps (chat apps) over the past few years is often attributed to its appeal to its youthful appeal. Rather than consolidating all of their community dialogues on one network like Facebook, today’s audiences seek a more decentralized and private social network.

The growth of chat apps like  WhatsApp (Links to an external site.), Facebook Messenger (Links to an external site.), China’s WeChat (Links to an external site.) , QQ Messenger (Links to an external site.), Telegram (Links to an external site.), Viber (Links to an external site.), Line (Links to an external site.), and Snapchat (Links to an external site.) to mobile IM to a new level. Its growth surpassed that of social networks and users benefited from:

  • A text messaging alternative superior to SMS
  • Social networking elements more conveniently activated.
  • Privacy more secured than that of communities served by Facebook, Instagram and Twitter (e.g., ephemeral content on Snapchat that quickly erases regretful postings)
  • Image result for chat app trends

Evidence of the growing popularity of social messaging apps can be seen in the numbers. Just consider the following:

  • 4 of the top 6 social networks (worldwide) are chat apps
  • Visual content shared on WhatsApp and Snapchat exceeds that shared on Facebook and its affiliate, Instagram
  • More users on now more monthly active on WhatsApp and WeChat than on Instagram, LinkedIn and Twitter combined
  • Facebook paid $18 billion for WhatsApp

In part because of its growing popularity among Millennials and Gen Z, brands find these apps especially appealing because of their one-to-one direct messaging. Using push notifications, these apps essentially allow the build of proprietary audiences much like that of an email list. But the key to introducing marketing messages is to join rather than disrupt conversations. And to do this in a “no ads allowed” setting like that of WhatsApp becomes very challenging. Some progress has been made in brand involvement, however, with non-US apps. China’s WeChat and Japan’s LINE allow brands to promote their offerings through games, digital stickers and even online shopping.

The rapid rise of social messaging apps (chat apps) over the past few years is often attributed to its appeal to its youthful appeal. Rather than consolidating all of their community dialogues on one network like Facebook, today’s audiences seek a more decentralized and private social network.

The growth of chat apps like  WhatsApp (Links to an external site.), Facebook Messenger (Links to an external site.), China’s WeChat (Links to an external site.) , QQ Messenger (Links to an external site.), Telegram (Links to an external site.), Viber (Links to an external site.), Line (Links to an external site.), and Snapchat (Links to an external site.) to mobile IM to a new level. Its growth surpassed that of social networks and users benefited from:

  • A text messaging alternative superior to SMS
  • Social networking elements more conveniently activated.
  • Privacy more secured than that of communities served by Facebook, Instagram and Twitter (e.g., ephemeral content on Snapchat that quickly erases regretful postings)
  • Image result for chat app trends

Evidence of the growing popularity of social messaging apps can be seen in the numbers. Just consider the following:

  • 4 of the top 6 social networks (worldwide) are chat apps
  • Visual content shared on WhatsApp and Snapchat exceeds that shared on Facebook and its affiliate, Instagram
  • More users on now more monthly active on WhatsApp and WeChat than on Instagram, LinkedIn and Twitter combined
  • Facebook paid $18 billion for WhatsApp

In part because of its growing popularity among Millennials and Gen Z, brands find these apps especially appealing because of their one-to-one direct messaging. Using push notifications, these apps essentially allow the build of proprietary audiences much like that of an email list. But the key to introducing marketing messages is to join rather than disrupt conversations. And to do this in a “no ads allowed” setting like that of WhatsApp becomes very challenging. Some progress has been made in brand involvement, however, with non-US apps. China’s WeChat and Japan’s LINE allow brands to promote their offerings through games, digital stickers and even online shopping.

A Stealth Marketing Approach

  • A trend that has a critical impact on the consumer packaged goods industry in recent years is consumers’ desire for simpler, more transparent, and more natural ingredients.  More companies have responded by publicly stating their intentions to remove artificial coloring and preservatives from longstanding brands and then repositioning the product as “clean” or “pure” within the market.  While this strategy aligns well with trends, it risks alienating individuals who are used to purchasing goods based on more intangible factors such as nostalgia, predictability, and even taste.
  • Kraft used a novel approach to handling these shifting consumer preferences.  To stay competitive within the category, the company realized it had to rethink the product formula of one of its superstar brands, Kraft Mac and Cheese.  However, management knew it was crucial to make changes without tainting elements of the product that consumers had come to expect.  For generations, individuals had associated Kraft Mac and Cheese with its orangish hue and smooth sauce consistency.  Kraft made it a point to carefully maintain these identifying attributes as it eliminated ingredients and removed artificial dyes.
  • The aspect of Kraft’s strategy that was a real differentiator though was how it rolled out the reformulation.  Rather than advertising the measures the company had taken to make its product more natural—common practice among competitors—Kraft simply didn’t say anything.  Studies have shown that even the mention of a new formula can cause consumers to perceive flavor to be different, so Kraft chose not to call attention to the change.
  • After consumers had accepted the new formula, as evidenced by sales remaining stable, Kraft launched a digital campaign to announce the adjustment.  The campaign tagline “It changed. But it hasn’t.” was featured in 15- and 30-second online video spots.  Tongue-and-cheek lines such as “We’d invite you to try it, but you already have.” were incorporated into digital display ads, promotions through channels like Pandora radio and Snapchat, and magazine print.  Kraft also encouraged fans to share their experiences with the product on social media using #didntnotice and offered giveaways to encourage postings.
  • Kraft’s ability to make a fundamental change to an iconic product without consumer backlash is a testament to its thoughtful marketing approach.  Quietly testing the waters in a landscape of uncertainty can help companies anticipate reactions to significant product changes that ultimately help them stay one step ahead.

Questions:

  • In what way(s) could Kraft’s strategy have backfired?  How might Kraft have been prepared for this possibility?
  • How should Kraft respond to the demographic trends outlined in your textbook? What about cultural trends?  Sustainability trends?  Notice that this says “should,” meaning don’t focus on what Kraft is already doing–you need to do your research here!  Please be sure to answer each of these questions; they should not be lumped together but instead treated separately.
  • Note that there is a 2 page limit for content (excluding references).  Please do not use single spacing–line and a half or double spacing is preferred.  Font size 12 point.  Use APA or MLA for proper citing and referencing.

Grading:

Content – 50pts 

The essay answers the question clearly with sufficient explanation. It reflects original thought, sound logic and provides ample supporting detail, which needs references and citations.

Presents Specifics from the Applicable Chapter/Content – 30 pts

 The essay provides multiple references to specific information presented in the chapter 5 attached (from Strategic Market Management, Aaker and Moorman 11th Edition**, 2018), with appropriate page numbers included.   

OutcomeSentence Structure, Grammar, Mechanics, and Spelling – 20 pts.

Are direct marketing channels possible for some products and not others?

For this Discussion, post a substantial response to one of the following question:

  • What are the risks of      posting information on social media for advertising, marketing, and sales?      Provide examples.
  • How can an organization use      all four social media zones safely and appropriately? Provide examples.

Your Discussion should be a minimum of 250 words in length and not more than 750 words. Please include a word count. Use APA citations and references for the textbook and any other sources used. INCLUDE CONCLUSION.

2. WRITTEN ASSIGNMENT

A direct marketing channel typically involves a producer and a consumer. In contrast, an indirect channel is a channel which includes one or more intermediaries (distributor, broker or agent). Companies usually employ multiple channels to reach more customers and improve sales. Some organizations may improve sales is by forging strategic channel unions while other firms may seek methods to trim middlemen within the channel. This process is known as disintermediation. Some of the channels through which companies make efforts to gain entrance into foreign markets include exporting, direct foreign investment, franchising, joint ventures, and licensing. With this in mind, write a short paper which provides answers to the questions below:
· Are direct marketing channels possible for some products and not others? Why or why not?

· Explain the value middlemen can add to products sales and marketing success.

· Think of the products you currently use. Are there any of them you would prefer to buy through different marketing channels? Why?

Submit a 2-3-page paper, (excluding the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.ALWAYS INCLUDE CONCLUSION.

3. PORTFOLIO

In this Marketing Management course, you have learned advanced concepts and tools for marketing products and services. These are the same concepts and tool which marketing managers around the world use. However, it is important to consider how marketing is perceived in different parts of the world and what the ethical dimensions of marketing strategies are.

Assume that you are a marketing manager in your country and provide responses to the questions below:

  • Give some specific examples      of where you think marketing “crosses the line” into unethical behavior,
  • Then make some      recommendations on what should change.

The Portfolio Assignment entry should be a minimum of 500 words and up to 750 words. Use APA citations and references if you use ideas from the readings or other sources. INCLUDE CONCLUSION.

The Impact of Ethical Judgments on Intercultural Communication

  1. The Impact of Ethical Judgments on Intercultural Communication

Each topic requires a minimum of 100 words and an in-text citation for our textbook that includes the page number.  Do not use any source other than the textbook.

Chapter 1

  1. The Impact of Ethical Judgments on Intercultural Communication
  2. Self-Reflexivity Cultural and Ethical Skill

Chapter 2

  1. Intercultural Communication and Culture
  2. Cultural Perceptions, Values, Feelings, and Behavior
  3. 6 Facets of Communication
  4. Hofstede’s 5 Value Dimensions
  5. Ethnocentrism and Stereotyping
  6. Prejudice and Discrimination

Chapter 3

  1. Religious Histories
  2. Racial and Ethnic Histories

Chapter 4

  1. Identities Created Through Communication and Society
  2. Racial and Ethnic Identities

Chapter 5

  1. 4 Components of Language
  2. Attitudes Toward Speaking, Writing, and Silence
  3. 3 Communication Stylesv

Discuss on Marketing 4Ps

Pick a target market the watch would appeal to, then re-position the watch by changing it so it would appeal to a second market. Describe your decision-making for each element of the mix to reach the first target market, and then do it again to create a completely new offering for the second target market.

Use the headings product, price, placement, and promotion for each watch. For example, you should describe:

  • Product—materials, branding, features, etc.
  • Pricing—price point and strategies
  • Place—where and how it would be sold
  • Promotion—what you would do to communicate value to your customers

You can be brief and concise for this assignment, figuring you should be able to complete it in You can be brief and concise for this assignment, figuring you should be able to complete it in a minimum of 500 words.

Pick a target market the watch would appeal to, then re-position the watch by changing it so it would appeal to a second market. Describe your decision-making for each element of the mix to reach the first target market, and then do it again to create a completely new offering for the second target market.

Use the headings product, price, placement, and promotion for each watch. For example, you should describe:

  • Product—materials, branding, features, etc.
  • Pricing—price point and strategies
  • Place—where and how it would be sold
  • Promotion—what you would do to communicate value to your customers

You can be brief and concise for this assignment, figuring you should be able to complete it in You can be brief and concise for this assignment, figuring you should be able to complete it in a minimum of 500 words.

Marketing Plan: Product Identification And SWOT Analysis

Prior to beginning work on this assignment,

Read

  • Chapter 9: Managing the Marketing Effect, Sections 9.1 and 9.2 of the course text, Principles of Marketing

Watch

This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week 5.

Using the company you selected for your marketing manager internship,  you will complete a situation analysis with the goal of identifying a  new product/service to develop your marketing plan against.

The Marketing Plan: Product Identification and SWOT Analysis paper

Carefully review the Grading Rubric (Links to an external site.) for the criteria that will be used to evaluate your assignment.

Develop a marketing plan.

Course Objective

Samsung : New Product Development (NPD) idea.

This assessment addresses the following course objective(s):

  • Assess internal and external communication needs as they relate to the marketing function.
  • Assess challenges for a domestic company marketing globally.
  • Develop a marketing plan.

Instructions

The final project for this course will be developing a marketing plan for a New Product Development (NPD) idea. Throughout this course, you will be learning about the various parts that comprise a marketing plan. The first assignment for the final project will be a proposal describing your New Product Development (NPD) idea.

Proposal

The proposal must include a 1-2 pages describing the New Product Development (NPD) idea.

The proposal document must illustrate the two following ideas:

  • Consumer problem to be solved/gains to be provided
  • Nature of the proposed solution

The document must elaborate on the feasibility of the proposed solution, as well as a brief summary of available alternatives.

Final Project

The final project for this course will be developing a marketing plan for a New Product Development (NPD) idea. Throughout this course, you will be learning about the various parts that comprise a marketing plan.  Your final deliverable for this class will be a strategic marketing analysis and plan.

The final plan should illustrate the following points:

  1. Consumer problem to be solved/gains to be provided
    • Nature of the proposed solution
  2. Positioning statement
    • Details on a target market and market segmentation
  3. Market analysis
    • SWOT analysis
    • Details on competing products or services
    • Discussions on differentiation from competition
    • discussion on market trends based on research
  4. New product development process summary
    • Details on the process used to develop this hypothetical product
    • Discussion on how concept/product could be tested
  5. Marketing strategy
    • Provide an overview of the planned marketing and advertising strategy
    • Provide more specific details and discussions on one of the following:
      • Integrated marketing communication plan
      • Logistics and distribution to include reverse logisticsCourse Objective

        Samsung : New Product Development (NPD) idea.

        This assessment addresses the following course objective(s):

        • Assess internal and external communication needs as they relate to the marketing function.
        • Assess challenges for a domestic company marketing globally.
        • Develop a marketing plan.

        Instructions

        The final project for this course will be developing a marketing plan for a New Product Development (NPD) idea. Throughout this course, you will be learning about the various parts that comprise a marketing plan. The first assignment for the final project will be a proposal describing your New Product Development (NPD) idea.

        Proposal

        The proposal must include a 1-2 pages describing the New Product Development (NPD) idea.

        The proposal document must illustrate the two following ideas:

        • Consumer problem to be solved/gains to be provided
        • Nature of the proposed solution

        The document must elaborate on the feasibility of the proposed solution, as well as a brief summary of available alternatives.

        Final Project

        The final project for this course will be developing a marketing plan for a New Product Development (NPD) idea. Throughout this course, you will be learning about the various parts that comprise a marketing plan.  Your final deliverable for this class will be a strategic marketing analysis and plan.

        The final plan should illustrate the following points:

        1. Consumer problem to be solved/gains to be provided
          • Nature of the proposed solution
        2. Positioning statement
          • Details on a target market and market segmentation
        3. Market analysis
          • SWOT analysis
          • Details on competing products or services
          • Discussions on differentiation from competition
          • discussion on market trends based on research
        4. New product development process summary
          • Details on the process used to develop this hypothetical product
          • Discussion on how concept/product could be tested
        5. Marketing strategy
          • Provide an overview of the planned marketing and advertising strategy
          • Provide more specific details and discussions on one of the following:
            • Integrated marketing communication plan
            • Logistics and distribution to include reverse logistics

Innovation in Caffeination

Norton, Michael I. and Jeremy Dann (2013), “Juan Valdez: Innovation in Caffeination,” Harvard Business School, Case 9-513-090, pages 1-24.

Electronic copies of the cases can be purchased at Harvard Business Publishing. Access: https://hbsp.harvard.edu/import/794326 (Links to an external site.)

Due: Sun Nov 8 @10:00pm NOTE: Reminder:  Original Post due @10:00pm; Reply Post due @11:30pm

Answer ALL Discussion Forum Questions and Reply to at least 1 other student’s post.  Please give reasons WHY when giving your opinions.

Juan Valdez, the fictional farmer that helped the Colombian Coffee Growers Federation (FNC) make “100% Colombian mountain grown coffee, which prior to 1990’s was the preferred choice among American consumers vs Starbucks.

(1)  Analyze the unique nature of the Colombian coffee sector and state how it both constrains the Juan Valdez brand and how it offers opportunities for future innovations.

(2)  How did the federation and the Juan Vladez brand adapt to a new era of competition in the coffee industry? Does the changed organization have the organizational capabilities to compete?

(3)  Should Procafecol invest in new brewing, packaging and other technologies, ore remain firmly entrenched as a branding organization?

(4) Would you close the flagship store or keep it open? What are the reasons for doing each? Do the FNC and Procafecol have different perspectives on this matter?

Norton, Michael I. and Jeremy Dann (2013), “Juan Valdez: Innovation in Caffeination,” Harvard Business School, Case 9-513-090, pages 1-24.

Electronic copies of the cases can be purchased at Harvard Business Publishing. Access: https://hbsp.harvard.edu/import/794326 (Links to an external site.)

Due: Sun Nov 8 @10:00pm NOTE: Reminder:  Original Post due @10:00pm; Reply Post due @11:30pm

Answer ALL Discussion Forum Questions and Reply to at least 1 other student’s post.  Please give reasons WHY when giving your opinions.

Juan Valdez, the fictional farmer that helped the Colombian Coffee Growers Federation (FNC) make “100% Colombian mountain grown coffee, which prior to 1990’s was the preferred choice among American consumers vs Starbucks.

(1)  Analyze the unique nature of the Colombian coffee sector and state how it both constrains the Juan Valdez brand and how it offers opportunities for future innovations.

(2)  How did the federation and the Juan Vladez brand adapt to a new era of competition in the coffee industry? Does the changed organization have the organizational capabilities to compete?

(3)  Should Procafecol invest in new brewing, packaging and other technologies, ore remain firmly entrenched as a branding organization?

(4) Would you close the flagship store or keep it open? What are the reasons for doing each? Do the FNC and Procafecol have different perspectives on this matter?

B2B Marketing

1. Complete the assignment posted.  Answer in at least 250 words.

1.1.  FedEx believes that its future growth will come from business-to-business e-commerce transactions where customers demand quick and reliable delivery service. Outline a segmentation plan that the firm might use to become the market leader in this rapidly expanding area.

1.2. Sara Lee Corporation derives more than $1.5 billion of sales each year from the institutional market (for example, hospitals, schools, and restaurants). Explain how a firm such as Sara Lee or General Mills might apply the concept of market segmentation to the institutional market.

1.3.  Automatic Data Processing, Inc. (ADP) handles payroll and tax-filing processing for more than 300,000 customers. In other words, firms outsource these functions to ADP. Suggest possible segmentation bases that ADP might employ in this ser- vice market. What criteria would be important to organizational buyers in mak- ing the decision to turn payroll processing over to an outside firm?

2 – Select a firm you will analyze in this class in various exercises. It should be a B2B company you are knowledgable of in an industry that interests you. (the firm I would like to analyze is DELL, which has B2B business too)

2.1 Assess the business model of the company you chose (DELL).  Develop a list of the particular skills, resources, and strategies that are especially important to the selected firm’s strategic position. Give particular attention to those skills, resources, or characteristics that competitors would have the most difficulty in matching.

2.2.  Describe why a B2B firm, such as your company, (DELL)  that plans to enter a new market segment may have to realign its internal business processes to succeed in this segment.

Answer in at least 250 words.

1. Complete the assignment posted.  Answer in at least 250 words.

1.1.  FedEx believes that its future growth will come from business-to-business e-commerce transactions where customers demand quick and reliable delivery service. Outline a segmentation plan that the firm might use to become the market leader in this rapidly expanding area.

1.2. Sara Lee Corporation derives more than $1.5 billion of sales each year from the institutional market (for example, hospitals, schools, and restaurants). Explain how a firm such as Sara Lee or General Mills might apply the concept of market segmentation to the institutional market.

1.3.  Automatic Data Processing, Inc. (ADP) handles payroll and tax-filing processing for more than 300,000 customers. In other words, firms outsource these functions to ADP. Suggest possible segmentation bases that ADP might employ in this ser- vice market. What criteria would be important to organizational buyers in mak- ing the decision to turn payroll processing over to an outside firm?

2 – Select a firm you will analyze in this class in various exercises. It should be a B2B company you are knowledgable of in an industry that interests you. (the firm I would like to analyze is DELL, which has B2B business too)

2.1 Assess the business model of the company you chose (DELL).  Develop a list of the particular skills, resources, and strategies that are especially important to the selected firm’s strategic position. Give particular attention to those skills, resources, or characteristics that competitors would have the most difficulty in matching.

2.2.  Describe why a B2B firm, such as your company, (DELL)  that plans to enter a new market segment may have to realign its internal business processes to succeed in this segment.

Answer in at least 250 words.