1 7 Assignment 3b: Analysis on the Threats Defense Argument The information you provided in your PowerPoint presentation on Threats to the Global Environment has led to productive debates at the United Nations General Assembly! Hence, they are now asking you to create an additional analysis report to respond to the issues raised in these debates. Your fourth project as a consultant for the United Nations is to develop a report that addresses the issues raised by some of the member states of the United Nations. Step I. Consider the Issues In Assignment 3a, you were asked to create a PowerPoint identifying the four most critical threats out of eight threats provided in the table below. Energy sources Civil war Globalization Poor health of entire populations Lack of educational opportunities Cultural taboos Inappropriate uses of technology Climate change There are four remaining threats that you did not discuss in your PowerPoint. This assignment will focus on two of those four. Here are the specific tasks you will complete: · Review the remaining four threats that you did not use in Assignment 3a. · Pick two of the four to focus on in Assignment 3b. · Identify the reasons why you think these two threats are less critical than the four threats you chose for your PowerPoint presentation. Step II. Prepare Your Report The UN has given you the following guidelines. Introduction Briefly introduce the topic of the analysis (about 100-150 words). a. State the topic and intent of the paper. b. Identify the two threats you will discuss in the paper in the order in which they appear in the paper. Section I. Threat 1 a. Write an opening statement describing the perception of the threat. b. Write one page giving three reasons that explain why you saw this threat as less critical than the four you chose for your presentation in Assignment 3a. c. Support these reasons with at least three credible sources. Section II. Threat 2 a. Write an opening statement describing the perception of the threat. b. Write one page giving three reasons to explain why you saw this threat as less critical than the four you chose for your presentation in Assignment 3a. c. Support these reasons with at least three credible sources. Conclusion · Offer a summary (one page or less) of your defense of your choices that the United Nations can use to address their prioritization concerns. Formatting Requirements · Your paper may consist of up to four pages (not including the cover or reference pages). · Create headings for each section of your paper as follows: Introduction Threat 1 (include the name of your chosen threat) Threat 2 (include the name of your chosen threat) Conclusion · Use and cite four to six credible sources in your analysis. You may use the same source for more than one threat as long as you use a minimum of four different sources. · Make sure your paper contains both in-text citations and a source list. · Assignment will be checked for plagiarism ...

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Assignment 3b: Analysis on the Threats Defense Argument
The information you provided in your PowerPoint presentation
on Threats to the Global Environment has led to productive
debates at the United Nations General Assembly! Hence, they
are now asking you to create an additional analysis report to
respond to the issues raised in these debates.
Your fourth project as a consultant for the United Nations is to
develop a report that addresses the issues raised by some of the
member states of the United Nations.
Step I. Consider the Issues
In Assignment 3a, you were asked to create a PowerPoint
identifying the four most critical threats out of eight threats
provided in the table below.
Energy sources
Civil war
Globalization
Poor health of entire populations
Lack of educational opportunities
Cultural taboos
Inappropriate uses of technology
Climate change
There are four remaining threats that you did not discuss in your
PowerPoint. This assignment will focus on two of those four.
Here are the specific tasks you will complete:
· Review the remaining four threats that you did not use in
Assignment 3a.

2. · Pick two of the four to focus on in Assignment 3b.
· Identify the reasons why you think these two threats are less
critical than the four threats you chose for your PowerPoint
presentation.
Step II. Prepare Your Report
The UN has given you the following guidelines.
Introduction
Briefly introduce the topic of the analysis (about 100-150
words).
a. State the topic and intent of the paper.
b. Identify the two threats you will discuss in the paper in the
order in which they appear in the paper.
Section I. Threat 1
a. Write an opening statement describing the perception of the
threat.
b. Write one page giving three reasons that explain why you saw
this threat as less critical than the four you chose for your
presentation in Assignment 3a.
c. Support these reasons with at least three credible sources.
Section II. Threat 2
a. Write an opening statement describing the perception of the
threat.
b. Write one page giving three reasons to explain why you saw
this threat as less critical than the four you chose for your
presentation in Assignment 3a.
c. Support these reasons with at least three credible sources.

3. Conclusion
· Offer a summary (one page or less) of your defense of your
choices that the United Nations can use to address their
prioritization concerns.
Formatting Requirements
· Your paper may consist of up to four pages (not including the
cover or reference pages).
· Create headings for each section of your paper as follows:
Introduction
Threat 1 (include the name of your chosen threat)
Threat 2 (include the name of your chosen threat)
Conclusion
· Use and cite four to six credible sources in your analysis. You
may use the same source for more than one threat as long as you
use a minimum of four different sources.
· Make sure your paper contains both in-text citations and a
source list.
· Assignment will be checked for plagiarism
The Marketing Mix: Promotion
You will continue to work on the charge you chose for the
marketing plan by conducting SWOT analysis. In this module,
we will also focus on promotion. This includes all areas of
promotion: advertising, sales promotion, public relations,
publicity, and personal selling.
By way of introduction, here is a thought-provoking e-mail from
2003 found on the internet:
“Advertising is all around us and people like to comment
and/or complain about it all the time. But now two quick
questions: First, in the U.S., how do you think total spending on
advertising compares with what's spent on sales-force-related

4. activities? Do you think, all told, marketers spend more on sales
or advertising?
“Unless you said total spending on sales is 8 to 10 times
greater than total spending on advertising, you would be wrong.
Obviously, the proportions differ by company and product line,
but, overall, sales-related expenses are many times greater than
all that advertising we talk about. Also, don't fail to recognize
the relative importance of all forms of sales promotion as
compared to paid media advertising. Even the firms that you
most often see advertising on television are now, on average,
spending as much on various forms of sales promotion as they
are on all forms of paid advertising combined.
“One final point: Different companies, selling directly
competing brands, may use very different promotional mixes.
Some rely more on advertising while others rely on cents off
deals and coupons. Still others give promotional allowances to
retailers, expecting them to provide the actual promotional
effort. They may use different advertising appeals (speed vs.
safety for cars), different media mixes (TV vs. magazines), and
also spend very different percentages of their total sales on
promotion. This happens, of course, because there is no
obviously ‘best way’ to promote cars or cosmetics. What
everyone attempts to do, however, is to develop a promotional
program that they believe will encourage the firm's intended
target market to buy its product.”
In the module, you will examine a traditional promotional mix:
• Advertising (including TV, radio, magazines, newspapers,
and billboards)
• Personal Selling
• Sales Promotion
• Public Relations
• Publicity
You will also examine up-and-coming electronic media such as
cell phone & Web page advertising.
Promotion, which sometimes is thought of as the “sizzle” or the
“showbiz” in the marketing mix, is also often confused with the

5. whole of marketing, so let’s give it its due.
A lot of attention is properly given to the creative side of
this activity, particularly in advertising. The ability to evoke an
emotional response—to portray a powerful or memorable image,
to come up with “the big idea”—is equivalent to a home run in
baseball.
We are often impressed by what artists and copywriters
come up with. But that experience has occasionally been
chastened by disconnects with marketing strategies—the failure
to consider audience targets and salient attributes, and, most
importantly, to set and reflect objectives.
So, without discounting the value of “home runs,” we want
to stress the importance of marketing “small ball,” the
equivalent of pitches in the strike zone, solid defense, getting
on base, and intelligent base running.
Therefore, we have to start any discussion of promotion
strategy with a reminder of the importance of keeping the
overall game plan in mind: how our customers are segmented,
the targets we want to reach, and the positioning points that are
most important in those customers’ buying decisions.
Next, within the framework of those basics, we want to
identify our objectives, both in terms of an overall campaign
and for each specific element of that campaign. While some
efforts are clearly intended to increase sales (such as a price
promotion for the holiday season), we sometimes want simply to
inform an audience about some competitive attribute or only to
build brand awareness in a promising segment.
MBA reasoning about what does or doesn’t constitute an
effective promotion often turns on the concept of ROI (return
on investment): the profit that can be attributed to a specific
investment. However, that calculation often depends on some
indirect relationship that connects net sales revenues to the
achievement of a non-monetary objective. Accordingly we need
to be sensitive to (1) the prospect that a direct measurement
may be impossible and (2) the need to at least estimate the
impact of, say, knowledge about a brand’s qualities to the

6. likelihood of purchase.
Another issue to stress is the importance of integrating
marketing communications efforts. You’ll note that "promotion”
includes personal selling, public relations, and sales promotion
as well as advertising. As we determine which of these is best
suited in terms of cost/effectiveness to carry a message, we also
want to ensure consistency in the messages conveyed through
each approach. For example, a heavy-duty price promotion is
not consistent with a brand position based on some non-price
attribute.
Finally, a comprehensive understanding of promotion will
encompass the various agents involved in delivering messages
effectively—adequate training for the sales force and credible
advertising media. And, as we become increasingly dependent
on the Internet and social media, control of the message
becomes more important than when we could simply depend on
internally generated reports and Nielsen indices to tell us how
we were doing.
In conclusion, strategic management of promotion involves
right-brain activities, to be sure, but don’t overlook the left-
brain contributions required to win ball games.
Running Head: MARKETING PLAN FOR A LOCAL
RESTAURANT 1
MARKETING PLAN FOR A LOCAL RESTAURANT 6
Week 1 posting
I’ve always wanted to open a restaurant, and I believe Perfect
Foods Restaurant can be the local restaurant that will be
established within my grandparents local community. My
grandparents and I share a common love of traditional American
cuisine, and Perfect Foods transcends a typical American
traditional restaurant that puts real heart into customer service.
It will also bring back the real memories for traditional
American cuisine through unique presentation. My choice to

7. operate within my grandparents community, and those like it, is
to serve the inherent needs of the older population. I believe
one of those needs is to share the real traditional food memories
with their grandchildren in a safe, family focused environment.
The three possible target customer profiles for Perfect Foods
Restaurant include thinkers, believers, and survivors. Thinkers
are important group of target market because they enjoy
historical perspective and will find it more engaging to taste the
traditional American cuisine as a reminder of the American
traditions. Believers on the other hand, are a potential target
market for the restaurant due to their character of wanting
friendly communities. The traditional foods offered by the
Perfect Food restaurant will be a perfect match for them as it
provides a platform for connecting with other members of the
community (Sun & Morrison, 2007). Survivors will form the
most significant target market for the Perfect Food Restaurant
because this type of consumers are the oldest and the traditional
foods will provide a framework of evoking old memories to
them. The traditional food will help them rewind old memories
allowing them to engage and come together (Lee, Cho &Ahn,
2012).
Many restaurants offer contemporary foods that the old
population find unappealing. In this case, Perfect Food will try
to target older population which is the most neglected market
segment. The restaurant will mostly use television, radio, and
social media as a way to connect with the target market.
Although this population is not commonly found in the social
media platforms, their grandchildren and their children will
likely get the information and pass the information to them. The
older population mostly relies on television as a way of
receiving information as such as they are more likely to get
television advertisement regarding the traditional foods offered
by Perfect Food Restaurant.
References
Lee, T. J., Cho, H., &Ahn, T. H. (2012).Senior citizen

8. satisfaction with restaurant service quality. Journal of
Hospitality Marketing & Management, 21(2), 215-226.
Retrieved from
https://www.tandfonline.com/doi/abs/10.1080/19368623.2010.5
20822
Strategic Business Insights. (n.d.). VALS™ | VALS™ types |
SBI. Strategic Business Insights (SBI). Retrieved
from http://www.strategicbusinessinsights.com/vals/ustypes.sht
ml
Sun, Y. H. C., & Morrison, A. M. (2007). Senior citizens and
their dining-out traits: Implications for
restaurants. International Journal of Hospitality
Management, 26(2), 376-394. Retrieved from
https://doi.org/10.1016/j.ijhm.2006.03.003
Additional questions/feedback since the Week 1 posting was
written:
1) Hello, thank you for your post. I enjoy food myself and
several kinds of food. Because America is considered and has
been called the melting pot. I am curious as what specific food
items would be on your menu. In the south traditional might
include black-eye peas, coleslaw, cornbread and other food
commonly called soul-food in the southwest the food items
deemed traditional have Mexican or Indian roots. Still other
areas carry the traditions of settlers from other countries such as
Munster, Texas has a lot of traditional food that most would
classify as German. Some people would call hamburgers and
hotdogs as all American. For that matter you could even throw
in apple pie and ice cream. So, could you expand more on what
you are calling typical American traditional restaurant food?
i) Hi, thanks for the reply. To me typical traditional restaurant
food of America includes burgers, deep-dish pizza, drop

9. biscuits and sausage gravy, tacos, etc. The involvement of
traditional food like coleslaw, black eye peas, and cornbread is
a good idea because they are mostly liked by traditional people
especially those belonging to Mexican and Indian roots. Along
with this, I will also focus on seafood, barbeque, fried chicken,
pecan pie, shrimp, and grits, to have a large variety of food
options. In desserts, I will include pastries, peach cobbler, and
Maria mole, along with ice cream and apple pie.
2) Hello, thank you for the post. Looking forward to seeing
what 'traditional cuisine' translates to in the way of the nature
of the food and service. Targeting the elderly is an exciting
idea....in terms of restaurants, it is often neglected. In Ohio,
two chains....Bob Evans and O'Charley.....tend to cater to the
elderly more than others.
Week 2 posting
Perfect Foods Restaurant will provide traditional American food
to the elderly consumers in the community. The goal is to
provide them the real traditional memories, and the restaurant
will compete with other food chains like KFC. The products of
KFC are promoted through social media, print media, and
television advertisements. Social media ads catch my attention
all the time because I am an active user of different social
media platforms like Facebook, Instagram, etc. An effective
social media platform is likely the way many brands get
maximum exposure to their targeted consumer demographics
(Celentano, 2019).
While television watching and print media reading habits have
changed over the decades I believe advertisements on those
platforms to still be an effective way to attract those who aren’t
as active on social media. My parents and I are fond of eating
fried chicken, and the advertisements that appear during our
internet television binge nights catch our attention all the time.
KFC advertisements on websites where we read our news can
also be a great way of attracting consumers because the
products that company is highlighting at that time uses

10. attractive colors and appropriate images that invoke memories
of delicious food. Recent advertisements for KFC’s combo
deals were so attractive that it persuaded me stop what I was
doing and find the nearest store to my home so that I could buy
the meal. The memories that I had while enjoying the food were
so strong that it literally interrupted my day, and I was ok with
it. Yes, I will buy the product because it reminds me of past
happiness.
Additional questions/feedback since the Week 2 posting was
written:
1) Hello! I get the concept to trying to get elderly people to go
out to eat more via food relating to their memories, but I am not
sure why it just has to be marketed toward elderly people. I feel
like this would be a hard sell in terms of financing because all
ages of people eat food. Of course, you would want the
restaurant to have a clear age group, but elderly people
sometimes have a lack of transport and some do not like to
leave their homes because of movement issues. If you opened
this in a place like L.A. where people tend to stay in good
shape, it might work. But I feel that you might consider
proposing this to an assisted living facility or a place that
provides condo communities for older people. Some of those
places have dining options on site. Or, you might want to work
on expanding the age range of your intended customer.
2) Hi! I am more likely to see a social media ad than I am a
television ad as I use streaming services and social media way
more than I spend watching live TV. However, TV and radio
media ads are not dead and Colling(2017) gives good reasons
for why companies are still buying TV and radio ads. Honestly,
quite a few of the television ads make their way to streaming
services for some of the streamed content that has certain
licensing requirements to be available to the viewers. The print
media you mention is an evolving form of advertising. While

11. magazines and newspapers do still exist the way these platforms
sell advertising includes their digital media presence as well as
their print (Lisk, 2016). The KFC ad you describe is effectively
called nostalgia advertising and it works mainly on Millenials
craving those old familiar memories (Craft, 2019).
3) Hello! Many people associate food with their emotions. The
motivation to eat is not merely driven by a desire for nutrients
and satiety.Emotional, and psychological processes play an
important role as well. Emotional states affect when people eat,
how much they eat, and which food items they choose to
consume. Just like your mentioned, you see a commercial of
KFC and you associate food with a feeling. this can addressed
in Maslow's theory of needs and it is also a tool for marketing
and appealing to potential customers emotions and encourage
them to buy a product
4) Hi! The nature of the proposed restaurant could be more
clearly explained. Based on the selection of KFC, can it be
assumed you will focus on a quick-serve, carry-out operation?