https://www.youtube.com/watch?v=Auuk1y4DRgk&t=2261s&ab_channel=MichaelSugrue For this assignment you only need to watch the video lecture until timestamp 14:22 and answer the questions Reminders: Don't forget to cite evidence (timestamp) of where you derive your response, and to provide an explnation in your own words. Specific examples are very helpful and are a great way to ensure you answer the question fully. 1. What is Stoicism especially characterized by? Its rejection of what? 2. What does the stoic fear the most? 3. What, according to the stoic, is really the only matter of concern? Elaborate. 4. What are things or behaviors the stoic would disdain? Give a specific real life example that we would commonly encounter or perhaps even enact ourselves. 5. According to stoicism, why can anyone be a good person no matter one’s position is in the social structure? Essay Course: 2021-FA-MKTG-3700-WEB Principles of Marketing Section WEB Fall 2021 CO Criteria Level 5 Exceeds the standard 20 points Level 4: Meets the standard 16 points Level 3: Attempted, but does not meet the standard 12 points Level 2: Attempted but does not meet the standard 10 points Level 1: Not attempted 0 points Criterion Score Introductory Organizatio n / 20There is a well-focused Thesis Statement that introduces the essay and clearly addresses all elements of the writing prompt. Introduction clearly states the main topic, adequately addressing the writing prompt. Introduction is somewhat clear, but only partially addresses the writing prompt Introduction does not address the writing prompt. No introduction is present Criteria Level 5 Exceeds the standard 20 points Level 4: Meets the standard 16 points Level 3: Attempted, but does not meet the standard 12 points Level 2: Attempted but does not meet the standard 10 points Level 1: Not attempted 0 points Criterion Score Support for Thesis (Concrete Details) / 20Each body paragraph contains a topic sentence and relevant, telling, quality concrete details that give the reader important information that goes beyond the obvious or predictable. All supporting details serve to substantiate the thesis statement. Each body paragraph contains a topic sentence that is adequately supported by relevant concrete details. Most supporting detailsserve to substantiate the thesis statement. Topic sentence is stated in some body paragraphs. Supporting details are relevant, but some key issues are unsupported. Support for the thesis statement is weak. Topic sentence is weak. Supporting details and information are typically unclear or not related to the topic. There is a seemingly random collection of information Thesis statement lacks proof. No topic sentence is present OR no concrete details are present. The paragra ...

1. https://www.youtube.com/watch?v=Auuk1y4DRgk&t=2261s&ab
_channel=MichaelSugrue
For this assignment you only need to watch the video lecture
until timestamp 14:22 and answer the questions Reminders:
Don't forget to cite evidence (timestamp) of where you derive
your response, and to provide an explnation in your own words.
Specific examples are very helpful and are a great way to ensure
you answer the question fully.
1. What is Stoicism especially characterized by? Its rejection of
what?
2. What does the stoic fear the most?
3. What, according to the stoic, is really the only matter of
concern? Elaborate.
4. What are things or behaviors the stoic would disdain? Give a
specific real life example that we would commonly encounter or
perhaps even enact ourselves.
5. According to stoicism, why can anyone be a good person no
matter one’s position is in the social structure?
Essay
Course: 2021-FA-MKTG-3700-WEB Principles of Marketing
Section WEB Fall 2021 CO

2. Criteria
Level 5
Exceeds the
standard
20 points
Level 4: Meets
the standard
16 points
Level 3:
Attempted,
but does not
meet the
standard
12 points
Level 2:
Attempted
but does not
meet the
standard
10 points
Level 1: Not
attempted
0 points
Criterion
Score
Introductory
Organizatio

3. n
/ 20There is a
well-focused
Thesis
Statement that
introduces the
essay and
clearly
addresses all
elements of
the writing
prompt.
Introduction
clearly states
the main topic,
adequately
addressing the
writing
prompt.

4. Introduction is
somewhat
clear, but only
partially
addresses the
writing
prompt
Introduction
does not
address the
writing
prompt.
No
introduction is
present
Criteria
Level 5

5. Exceeds the
standard
20 points
Level 4: Meets
the standard
16 points
Level 3:
Attempted,
but does not
meet the
standard
12 points
Level 2:
Attempted
but does not
meet the
standard
10 points
Level 1: Not
attempted
0 points
Criterion
Score
Support for
Thesis
(Concrete
Details)

6. / 20Each body
paragraph
contains a
topic sentence
and relevant,
telling,
quality
concrete
details
that give the
reader
important
information
that goes
beyond the
obvious or
predictable.
All supporting

7. details
serve to
substantiate
the
thesis
statement.
Each body
paragraph
contains a
topic sentence
that is
adequately
supported by
relevant
concrete
details. Most
supporting
detailsserve to

8. substantiate
the thesis
statement.
Topic sentence
is stated in
some body
paragraphs.
Supporting
details are
relevant, but
some key
issues are
unsupported.
Support for
the thesis
statement is
weak.
Topic sentence

9. is weak.
Supporting
details and
information
are typically
unclear or not
related to
the topic.
There is a
seemingly
random
collection of
information
Thesis
statement
lacks
proof.
No topic

10. sentence is
present OR no
concrete
details are
present. The
paragraph
contains no
facts, details,
or
examples.
Total / 100
Criteria
Level 5
Exceeds the
standard
20 points
Level 4: Meets
the standard
16 points
Level 3:

11. Attempted,
but does not
meet the
standard
12 points
Level 2:
Attempted
but does not
meet the
standard
10 points
Level 1: Not
attempted
0 points
Criterion
Score
Commentar
y
/ 20
Conclusion
(Organizatio
n)
/ 20
Conventions

12. Grammar,
Usage &
Sentence
Structure
/ 20
Essay contains
explanation,
analysis,
discussion,
comparison
and/or
contrast that
demonstrate
mastery and
depth of
understanding.
Essay contains
explanation,

13. Analysis,
discussion,
comparison
and/or
contrast that
logically
supports the
concrete
details
Essay contains
explanation,
analysis,
discussion,
comparison
and/or
contrast that
is
weak,

14. incomplete, or
partially
illogical
Essay contains
explanation,
analysis,
discussion,
comparison
and/or
contrast that
is off
topic illogical.
No
commentary is
present. The
paragraph
contains no
attempt to

15. explain,
discuss,
analyze,
evaluate,
compare
and/or
contrast the
factual
information
(concrete
details) it
presents.
The
conclusion is
strong
and logical;
provides a
clear answer

16. to the
question, “So
what?”
The
conclusion is
logical
and
adequately
answers
the question,
“So what?”
The
conclusion is
logical,
but does not
answer the
question, “So
what?”

17. Conclusion is
illogical.
There is no
clear
conclusion,
the paper
just ends.
The essay
contains no
errors in
grammar,
word
usage or
sentence
structure.
The essay
contains 1 or 2
errors in

18. grammar,
word
usage or
sentence
structure.
The essay
contains 3 or 4
errors in
grammar,
word
usage or
sentence
structure.
The essay is
readable, but
contains 5 or
more errors
in grammar,

19. word usage
or sentence
structure.
The essay is
unreadable
because of
errors in
grammar,
word usage
or sentence
structure.
Overall Score
Level 5
24 points minimum
Level 4
19 points minimum
Level 3
14 points minimum
Level 2

20. 9 points minimum
Level 1
0 points minimum
©
iS
to
ck
ph
ot
o.
co
m
/ B
ill
N
ol
l /
©
iS
to
ck

21. ph
ot
o.
co
m
/O
ST
IL
L
Case study Chapter 2
Disney
The Happiest Brand on Earth
In 2006, Disney’s Pixar released the hit movie Cars, which
grossed $462 million worldwide. Since then, Cars mer-
chandise has generated over $2 billion in sales each year.
Pixar has since created a series of Cars shorts to be aired
on the Disney Channel with a subsequent DVD release. A
Cars sequel was released in 2011 along with an online vir-
tual gaming world on its Web site to help build hype. In
2012, Disney’s California Adventure theme park opened its
12-acre Cars Land attraction.
At Disney, the brand is the name of the game, and

22. the cross-platform success of the Cars franchise is by no
means an exception to the rule. Disney also has the Jonas
Brothers, Hannah Montana, High School Musical, the
Disney Princesses, Pirates of the Caribbean, and the list goes
on and on. The man behind the magic is Disney’s CEO, Bob
Iger, who has lead a dramatic revitalization of the Disney
brand since succeeding longtime head Michael Eisner
in 2005. When he first took the post, his strategy shifted
Disney’s focus to its stable of “franchises.” These franchises
are distributed across Disney’s multiple company plat-
forms and divisions, such as Disney’s various television
broadcast platforms (the Disney Channel, ABC, ESPN),
its consumer products business, theme parks, Disney’s
Hollywood Records music label, and Disney’s publishing
arm in Hyperion, just to name a few.
Iger’s franchise strategy has been supported by the
other major move he made upon first becoming CEO. On
his first day on the job, Iger told the board that revitaliz-
ing Disney’s animation business was a top priority, which
would be improved through the purchase of Pixar. As part
of Iger’s franchise strategy the deal made perfect sense, as
many of Disney’s latest television shows, theme park rides,
and merchandise were based on Pixar characters.
Finding a new market to push the Disney franchise into
became a priority as well. With the Walt Disney Company
experiencing flat growth, it was becoming evident that
Disney had missed some opportunities for broader success
due to a narrowing of its target market, which was at the
time largely associated with younger children.
Iger’s first move was to broaden Disney’s viewership
by moving the Disney Channel from premium to basic
cable and launching local versions in key global markets.

23. Then, Disney began pushing franchises to capture the
rapidly growing tween market. Putting its support be-
hind the Disney Channel’s High School Musical, Hannah
Montana, and the Jonas Brothers (who were emerging out
of Disney’s music label), Disney quickly generated a series
of franchise juggernauts in the tween-girl market.
Though Disney’s focus has remained on family-
friendly fare, Iger has shown a new willingness to look
to even broader markets, if it fits with the Disney brand.
Disney’s Pirates of the Caribbean, the first Disney film with a
PG-13 rating, played a major role in refocusing the brand,
being based on the classic theme park ride, and it also
helped expand the Disney appeal to older kids and even
adults. The Pirates and Cars franchises also provided pre-
liminary steps for Disney’s latest endeavors to crack the
tween-boy (age 6 to 14) market, one traditionally difficult
for media companies to sustainably capture. Their efforts
focus around the new Disney XD channel, with a broad
range of offerings, such as potential new franchises like
the science fiction action-adventure show Aaron Stone and
showcases of new musical talent. Disney will also be able
to leverage ESPN to create original sports-based program-
ming. The recent acquisition of Marvel Entertainment also
provided Disney with a broad stable of material to create
content for that platform. The channel is accompanied by
a Disney XD Web site, which will promote the channel’s
programs, as well as offer games and original videos, social
networking, and online community opportunities.
As it continues to expand and provide new franchise
offerings, Disney looks to have relatively strong momen-
tum. The success of its cross-platform franchise strategy has
certainly helped it weather the economic downturn as the

24. CASE STUDIES 1
effects of the recession continue to recede. Disney plans to
continue that strategy with the release of many film fran-
chise sequels, including new Cars, Pirates, and Monsters, Inc.
films. As the late Steve Jobs, former Apple CEO and Pixar
stakeholder, commented, “Family is a renewable resource,”
and right now, Disney is making the most of it.
Sources: Richard Siklos, “Bob Iger Rocks Disney,” Fortune,
January 19, 2009, 80–86; Peter Sanders,
“Disney Focuses on Boys,” Wall Street Journal, January 8,
2009, http://online.wsj.com/article
/SB123137513996262627.html (Accessed November 8, 2012);
Ethan Smith, “‘Alice’ Boosts Disney; Theme
Parks Disappoint,” Wall Street Journal, May 12, 2010,
http://online.wsj.com/article/SB100014240527487042
50104575238640 019592022.html (Accessed November 8,
2012).
Q u e s t i o n s
1. Do a brief market opportunity analysis for Disney,
identifying the major markets that Disney has
expanded into.
2. How does Disney’s cross-platform franchising help
create sustainable competitive advantage?
3. Describe the marketing mix for one of Disney’s

25. franchises.
4. Describe the major components of Bob Iger’s strategic
plan.