MKT 305 - Hoyle
Spring 2020
GUIDELINES FOR THE CUSTOMER RESEARCH PROJECT SUBMISSION 1:
Brainstorming/conceptual analysis
One of the requirements for MKT 305 is the completion of a customer research project that will account for 25% of a student's final grade. This project has two submissions. Submission 1 will be a brainstorming/conceptual analysis. This portion of the project is worth 30% of the project grade or 7.5% of a student’s final grade. The primary objective of this submission is for groups to use conceptual frameworks discussed in class to analyze and evaluate buyer behavior among CMU students within a selected local service category.
CATEGORY SELECTION
Each group will be assigned to a specific service category to research from those listed in Exhibit 1 of this document. Groups will perform research on the same category for both submission 1 and submission 2.
BRAINSTORMING/CONCEPTUAL ANALYSIS
In this submission you are to use several of the theoretical frameworks covered in class to analyze choice behavior in your service category. Your analysis must include the following:
1.
An analysis of the consumption values that the competitors/brands in your service category serve using the Motivation Behind Market Choice Framework discussed in class. Examine both the purchase decision as well as the choice decision separately using the four consumption values discussed in class (functional, social, emotional and epistemic value). Identify all possible motivations under each consumption value for both the purchase and the choice decisions.
2.
Identification and description of a minimum of at least four benefit (need-based) segments in your category. Indicate which competitors in the service category you believe to be best positioned to satisfy each segment and which are in the worst position. Give rationale for your choices.
3.
An analysis of perceived risks that could potentially affect choice in your service category organized using the four types of perceived risk discussed in class. For each risk you identify, describe actual or potential strategies that might be used by competitors (not customers) in the service category to alleviate customer concerns about these issues.
DELIVERABLES
A printed hard copy of the analyses detailed aboveis due Tuesday 2/25, by the end of class. This part of the project requires groups to write up the required brainstorming/conceptual analyses (consumption value analyses, perceived risks, and benefit segments) plus any additional conceptual analyses they may wish to submit.
GRADING
No group member will receive a grade for the written report higher than that given to the group. In order to help insure satisfactory participation by all, a group member evaluation form will be collected at the end of the term (after Submission 2 is submitted). Those students consistently rated as poor performers by others in their group will have their project grades reduced according to the severity and consistency of.
Question 21 of 285.0 Points(Exhibit Demand for Shirts) Th.docxwraythallchan
Question 21 of 28
5.0 Points
(Exhibit: Demand for Shirts) The price elasticity of demand for the segment CD is:
A.greater than 1 (absolute value).
B.-1.
C.-0.71.
D.-0.29.
Question 22 of 28
5.0 Points
(Exhibit: Markets and Efficiency) In panel (a):
A.the price of apples is $0.80 and the quantity demanded is Q1.
B.the equilibrium price ensures that quantity demanded will match quantity supplied.
C.the equilibrium price ensures that there will be neither surpluses nor shortages.
D.all of the above are true.
Question 23 of 28
5.0 Points
(Exhibit: Markets and Efficiency) The equilibrium price in Panel (a) tells us that the marginal cost of a pound of apples is:
A.less than $0.80.
B.equal to $0.80.
C.greater than $0.80.
D.equal to the average cost of producing apples.
Question 24 of 28
5.0 Points
(Exhibit: Markets and Efficiency) The price and marginal cost in Panel(a) are equal because of:
A.the marginal decision rule.
B.the law of demand.
C.the law of supply.
D.the law of increasing cost.
Question 25 of 28
5.0 Points
(Exhibit: Markets and Efficiency) What is the marginal benefit to a producer of an extra pound of apples in Panel (a)?
A.It is the price the producer receives.
B.It is the price the consumer receives.
C.It is the price the producer pays.
D.It is all of the above.
Question 26 of 28
5.0 Points
(Exhibit: Markets and Efficiency) What is the marginal cost of an extra pound of apples to a producer in Panel(a)?
A.It is greater than the price.
B.It is the value that must be given up to produce an extra pound of apples.
C.It must be less than the price.
D.It is the cost of the least satisfactory apples.
Question 27 of 28
5.0 Points
(Exhibit: Markets and Efficiency) In Panel (b) demand shifted from D1 to D2, reflecting a change in consumer preferences. The price of apples will change to the new equilibrium price:
A.where the marginal benefit of apples is again equal to the marginal cost.
B.of $0.70.
C.where an efficient solution is again achieved.
D.that is described by all of the above.
6
7
1) To develop a marketing strategy:
1- Customer excellence: Focuses on retaining loyal customers and excellent customer service.
2- Operational excellence: Achieved through efficient operations and excellent supply chain and human resource management.
3- Product excellence: Having products with high-perceived value and effective branding and positioning.
4- Locational excellence: Having a good physical location and Internet presence.
a- Segmentation: a market segment consisting of consumers who respond similarly to firm marketing efforts. The process of dividing the market into groups of customers with different needs, wants, or characteristics – who therefore might appreciate products or service geared especially for them.
1- Establish the overall strategy or objectives.
2- Use segmentation methods.
b- Targeting: after a firm has identified the various ...
Developing a marketing plan for the first timer can be daunting, here we present a user friendly guidebook on the key steps, inputs and take the reader through the development of a marketing plan from start to finish
Your Value Proposition is the reason that customers choose to buy from you, it needs to be a core business skill. This slideshare shows you how to develop compelling value propositions with a focus on B2B companies
Question 21 of 285.0 Points(Exhibit Demand for Shirts) Th.docxwraythallchan
Question 21 of 28
5.0 Points
(Exhibit: Demand for Shirts) The price elasticity of demand for the segment CD is:
A.greater than 1 (absolute value).
B.-1.
C.-0.71.
D.-0.29.
Question 22 of 28
5.0 Points
(Exhibit: Markets and Efficiency) In panel (a):
A.the price of apples is $0.80 and the quantity demanded is Q1.
B.the equilibrium price ensures that quantity demanded will match quantity supplied.
C.the equilibrium price ensures that there will be neither surpluses nor shortages.
D.all of the above are true.
Question 23 of 28
5.0 Points
(Exhibit: Markets and Efficiency) The equilibrium price in Panel (a) tells us that the marginal cost of a pound of apples is:
A.less than $0.80.
B.equal to $0.80.
C.greater than $0.80.
D.equal to the average cost of producing apples.
Question 24 of 28
5.0 Points
(Exhibit: Markets and Efficiency) The price and marginal cost in Panel(a) are equal because of:
A.the marginal decision rule.
B.the law of demand.
C.the law of supply.
D.the law of increasing cost.
Question 25 of 28
5.0 Points
(Exhibit: Markets and Efficiency) What is the marginal benefit to a producer of an extra pound of apples in Panel (a)?
A.It is the price the producer receives.
B.It is the price the consumer receives.
C.It is the price the producer pays.
D.It is all of the above.
Question 26 of 28
5.0 Points
(Exhibit: Markets and Efficiency) What is the marginal cost of an extra pound of apples to a producer in Panel(a)?
A.It is greater than the price.
B.It is the value that must be given up to produce an extra pound of apples.
C.It must be less than the price.
D.It is the cost of the least satisfactory apples.
Question 27 of 28
5.0 Points
(Exhibit: Markets and Efficiency) In Panel (b) demand shifted from D1 to D2, reflecting a change in consumer preferences. The price of apples will change to the new equilibrium price:
A.where the marginal benefit of apples is again equal to the marginal cost.
B.of $0.70.
C.where an efficient solution is again achieved.
D.that is described by all of the above.
6
7
1) To develop a marketing strategy:
1- Customer excellence: Focuses on retaining loyal customers and excellent customer service.
2- Operational excellence: Achieved through efficient operations and excellent supply chain and human resource management.
3- Product excellence: Having products with high-perceived value and effective branding and positioning.
4- Locational excellence: Having a good physical location and Internet presence.
a- Segmentation: a market segment consisting of consumers who respond similarly to firm marketing efforts. The process of dividing the market into groups of customers with different needs, wants, or characteristics – who therefore might appreciate products or service geared especially for them.
1- Establish the overall strategy or objectives.
2- Use segmentation methods.
b- Targeting: after a firm has identified the various ...
Developing a marketing plan for the first timer can be daunting, here we present a user friendly guidebook on the key steps, inputs and take the reader through the development of a marketing plan from start to finish
Your Value Proposition is the reason that customers choose to buy from you, it needs to be a core business skill. This slideshare shows you how to develop compelling value propositions with a focus on B2B companies
Company Enter Company name hereCampaign Enter Ca.docxmccormicknadine86
Company: Enter Company name here
Campaign: Enter Campaign name here
Product or Service: Enter Product or Service name here
Marketing Director: Enter Student Name here
Chief Marketing Officer: Enter Professor Name here
Submitted on: Enter Date here
CAMPAIGN PROPOSAL
1
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
Replace this box with Logo or Photo representing your Product or Service.
KEY FEATURES
Enter Description:
2
Instructions: Name and describe at least three key features of your product or service. Feature NameDescription of Feature
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
3
SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share Description: Capture at least 3% of the product’s category share from competitors within Year One.
Goal: Add new accounts or relationships Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two. Marketing GoalSMART Description (Specific, measurable, achievable, relevant, time-bound) Marketing Goal 1Marketing Goal 2Marketing Goal 3Marketing Goal 4Marketing Goal 5
SAMPLE GOALS
Build brand awarenessIncrease in number of items sold Growth in market shareCapture a new target marketIncrease overall company revenuesIncrease donations to organization Add new accounts or relationshipsImprove ROI on advertising expenditureEnhance the company’s image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Response:
DIFFERENTIATION of your BRAND
Response:
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
4
What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?COMPARISONCOMPANY & PRODUCT/SERVICECOMPETITOR 1COMPETITOR 2NAME of COMPANY and NAME OF PRODUCT/SERVICE: Response:
Response:
Response:
KEY FEATURES and BENEFITS:
What are the top features of the product, from the customer perspective?Response:
Response:
Response:
TARGET AUDIENCE:
Describe the best target audience for this product.Response:
Response:
Response:
COST:
What is your best estimate of the cost of the product or service? Response:
Response:
Response:
Customer Needs and Desires
CUSTOMER NEED
What customer “need” does the product or service address? Why would a customer buy it? What value does it deliver?
CUSTOM ...
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
Report on Strategic Marketing Chapter Review [Elegant (VI)]Md. Abdur Rakib
The report is made on the chapter reviews from the strategic marketing book 9th Edition by David W. Cravens & Nigel F. Piercy. 12 chapters are taken for making reviews for the report.
It is prep[ared by Elegant (VI) group, Section: A, Marketing 14th batch, Faculty of Business Studies, University of Dhaka.
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
Mr. Bush, a 45-year-old middle school teacher arrives at the emergen.docxaudeleypearl
Mr. Bush, a 45-year-old middle school teacher arrives at the emergency department by EMS ground transport after he experienced severe mid-sternal chest pain at work. On arrival to the ED:
a. What priority interventions would you initiate?
b. What information would you require to definitively determine what was causing Mr. Bush’s chest pain?
.
Movie Project Presentation Movie TroyInclude Architecture i.docxaudeleypearl
Movie Project Presentation: Movie: Troy
Include: Architecture in the movie. Historical research to figure out if the movie did a good job of representing the art historical past of not. Anything in the movie that are related to art or art history. And provide its outline and bibliography (any website source is acceptable as well)
.
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Company: Enter Company name here
Campaign: Enter Campaign name here
Product or Service: Enter Product or Service name here
Marketing Director: Enter Student Name here
Chief Marketing Officer: Enter Professor Name here
Submitted on: Enter Date here
CAMPAIGN PROPOSAL
1
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
Replace this box with Logo or Photo representing your Product or Service.
KEY FEATURES
Enter Description:
2
Instructions: Name and describe at least three key features of your product or service. Feature NameDescription of Feature
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
3
SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share Description: Capture at least 3% of the product’s category share from competitors within Year One.
Goal: Add new accounts or relationships Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two. Marketing GoalSMART Description (Specific, measurable, achievable, relevant, time-bound) Marketing Goal 1Marketing Goal 2Marketing Goal 3Marketing Goal 4Marketing Goal 5
SAMPLE GOALS
Build brand awarenessIncrease in number of items sold Growth in market shareCapture a new target marketIncrease overall company revenuesIncrease donations to organization Add new accounts or relationshipsImprove ROI on advertising expenditureEnhance the company’s image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Response:
DIFFERENTIATION of your BRAND
Response:
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
4
What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?COMPARISONCOMPANY & PRODUCT/SERVICECOMPETITOR 1COMPETITOR 2NAME of COMPANY and NAME OF PRODUCT/SERVICE: Response:
Response:
Response:
KEY FEATURES and BENEFITS:
What are the top features of the product, from the customer perspective?Response:
Response:
Response:
TARGET AUDIENCE:
Describe the best target audience for this product.Response:
Response:
Response:
COST:
What is your best estimate of the cost of the product or service? Response:
Response:
Response:
Customer Needs and Desires
CUSTOMER NEED
What customer “need” does the product or service address? Why would a customer buy it? What value does it deliver?
CUSTOM ...
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
Report on Strategic Marketing Chapter Review [Elegant (VI)]Md. Abdur Rakib
The report is made on the chapter reviews from the strategic marketing book 9th Edition by David W. Cravens & Nigel F. Piercy. 12 chapters are taken for making reviews for the report.
It is prep[ared by Elegant (VI) group, Section: A, Marketing 14th batch, Faculty of Business Studies, University of Dhaka.
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
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Mr. Bush, a 45-year-old middle school teacher arrives at the emergen.docxaudeleypearl
Mr. Bush, a 45-year-old middle school teacher arrives at the emergency department by EMS ground transport after he experienced severe mid-sternal chest pain at work. On arrival to the ED:
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Mother of the Year
In recognition of superlative parenting
Elizabeth Nino
is awarded
2012 Mother of the Year
May 9, 2012
MOM
Smash That Like Button: Facebook’s Chris Cox Is Messing with One of the Most Valuable Features on the Internet
Inside Facebook’s Decision to Blow Up the Like Button
The most drastic change to Facebook in years was born a year ago during an off-site at the Four Seasons Silicon Valley, a 10-minute drive from headquarters. Chris Cox, the social network’s chief product officer, led the discussion, asking each of the six executives around the conference room to list the top three projects they were most eager to tackle in 2015. When it was Cox’s turn, he dropped a bomb: They needed to do something about the “like” button.
The like button is the engine of Facebook and its most recognized symbol. A giant version of it adorns the entrance to the company’s campus in Menlo Park, Calif. Facebook’s 1.6 billion users click on it more than 6 billion times a day—more frequently than people conduct searches on Google—which affects billions of advertising dollars each quarter. Brands, publishers, and individuals constantly, and strategically, share the things they think will get the most likes. It’s the driver of social activity. A married couple posts perfectly posed selfies, proving they’re in love; a news organization offers up what’s fun and entertaining, hoping the likes will spread its content. All those likes tell Facebook what’s popular and should be shown most often on the News Feed. But the button is also a blunt, clumsy tool. Someone announces her divorce on the site, and friends grit their teeth and “like” it. There’s a devastating earthquake in Nepal, and invariably a few overeager clickers give it the ol’ thumbs-up.
Changing the button is like Coca-Cola messing with its secret recipe. Cox had tried to battle the like button a few times before, but no idea was good enough to qualify for public testing. “This was a feature that was right in the heart of the way you use Facebook, so it needed to be executed really well in order to not detract and clutter up the experience,” he says. “All of the other attempts had failed.” The obvious alternative, a “dislike” button, had been rejected on the grounds that it would sow too much negativity.
Cox told the Four Seasons gathering that the time was finally right for a change, now that Facebook had successfully transitioned a majority of its business to smartphones. His top deputy, Adam Mosseri, took a deep breath. “Yes, I’m with you,” he said solemnly.
Later that week, Cox brought up the project with his boss and longtime friend. Mark Zuckerberg’s response showed just how much leeway Cox has to take risks with Facebook’s most important service. “He said something like, ‘Yes, do it.’ He was fully supportive,” Cox says. “Good luck,” he remembers Zuckerberg telling him. “That’s a hard one.”
The solution would eventually be named Reactions. It will arrive .
Mrs. G, a 55 year old Hispanic female, presents to the office for he.docxaudeleypearl
Mrs. G, a 55 year old Hispanic female, presents to the office for her annual exam. She reports that lately she has been very fatigued and just does not seem to have any energy. This has been occurring for 3 months. She is also gaining weight since menopause last year. She joined a gym and forces herself to go twice a week, where she walks on the treadmill at least 30 minutes but she has not lost any weight, in fact she has gained 3 pounds. She doesn’t understand what she is doing wrong. She states that exercise seems to make her even more hungry and thirsty, which is not helping her weight loss. She wants get a complete physical and to discuss why she is so tired and get some weight loss advice. She also states she thinks her bladder has fallen because she has to go to the bathroom more often, recently she is waking up twice a night to urinate and seems to be urinating more frequently during the day. This has been occurring for about 3 months too. This is irritating to her, but she is able to fall immediately back to sleep.
Current medications:
Tylenol 500 mg 2 tabs daily for knee pain. Daily multivitamin
PMH:
Has left knee arthritis. Had chick pox and mumps as a child. Vaccinations up to
date.
GYN hx:
G2 P1. 1 SAB, 1 living child, full term, wt 9lbs 2 oz. LMP 15months ago. No history of abnormal Pap smear.
FH:
parents alive, well, child alive, well. No siblings. Mother has HTN and father has high cholesterol.
SH:
works from home part time as a planning coordinator. Married. No tobacco history, 1-2 glasses wine on weekends. No illicit drug use
Allergies
: NKDA, allergic to cats and pollen. No latex allergy
Vital signs
: BP 129/80; pulse 76, regular; respiration 16, regular
Height 5’2.5”, weight 185 pounds
General:
obese female in no acute distress. Alert, oriented and cooperative.
Skin
: warm dry and intact. No lesions noted
HEENT:
head normocephalic. Hair thick and distribution throughout scalp. Eyes without exudate, sclera white. Wears contacts. Tympanic membranes gray and intact with light reflex noted. Pinna and tragus nontender. Nares patent without exudate. Oropharynx moist without erythema. Teeth in good repair, no cavities noted. Neck supple. Anterior cervical lymph nontender to palpation. No lymphadenopathy. Thyroid midline, small and firm without palpable masses.
CV
: S1 and S2 RRR without murmurs or rubs
Lungs
: Clear to auscultation bilaterally, respirations unlabored.
Abdomen
- soft, round, nontender with positive bowel sounds present; no organomegaly; no abdominal bruits. No CVAT.
Labwork:
CBC
:
WBC 6,000/mm3 Hgb 12.5 gm/dl Hct 41% RBC 4.6 million MCV 88 fl MCHC
34 g/dl RDW 13.8%
UA:
pH 5, SpGr 1.013, Leukocyte esterase negative, nitrites negative, 1+ glucose; small protein; negative for ketones
CMP:
Sodium 139
Potassium 4.3
Chloride 100
CO2 29
Glucose 95
BUN 12
Creatinine 0.7
GFR est non-AA 92 mL/min/1.73 GFR est AA 101 mL/min/1.73 Calcium 9.5
Total protein 7.6 Bilirubin, total 0.6 Alkaline.
Mr. Rivera is a 72-year-old patient with end stage COPD who is in th.docxaudeleypearl
Mr. Rivera is a 72-year-old patient with end stage COPD who is in the care of Hospice. He has a history of smoking, hypertension, obesity, and type 2 Diabetes. He is on Oxygen 2L per nasal cannula around the clock. His wife and 2 adult children help with his care. Develop a concept map for Mr. Rivera. Consider the patients Ethnic background (he and his family are from Mexico) and family dynamics. Please use the
concept map
form provided.
.
Mr. B, a 40-year-old avid long-distance runner previously in goo.docxaudeleypearl
Mr. B, a 40-year-old avid long-distance runner previously in good health, presented to his primary provider for a yearly physical examination, during which a suspicious-looking mole was noticed on the back of his left arm, just proximal to the elbow. He reported that he has had that mole for several years, but thinks that it may have gotten larger over the past two years. Mr. B reported that he has noticed itchiness in the area of this mole over the past few weeks. He had multiple other moles on his back, arms, and legs, none of which looked suspicious. Upon further questioning, Mr. B reported that his aunt died in her late forties of skin cancer, but he knew no other details about her illness. The patient is a computer programmer who spends most of the work week indoors. On weekends, however, he typically goes for a 5-mile run and spends much of his afternoons gardening. He has a light complexion, blonde hair, and reports that he sunburns easily but uses protective sunscreen only sporadically.
Physical exam revealed: Head, neck, thorax, and abdominal exams were normal, with the exception of a hard, enlarged, non-tender mass felt in the left axillary region. In addition, a 1.6 x 2.8 cm mole was noted on the dorsal upper left arm. The lesion had an appearance suggestive of a melanoma. It was surgically excised with 3 mm margins using a local anesthetic and sent to the pathology laboratory for histologic analysis. The biopsy came back Stage II melanoma.
1. How is Stage II melanoma treated and according to the research how effective is this treatment?
250 words.
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Moving members of the organization through the change process ca.docxaudeleypearl
Moving members of the organization through the change process can be quite difficult. As leaders take on this challenge of shifting practice from the current state to the future, they face the obstacles of confidence and competence experienced by staff. Change leaders understand the importance of recognizing their moral purpose and helping others to do the same. Effective leaders foster moral purpose by building relationships, considering other’s perspectives, demonstrating respect, connecting others, and examining progress (Fullan & Quinn, 2016). For this Discussion, you will clarify your own moral perspective and how it will impact the elements of focusing direction.
To prepare:
· Review the Adams and Miskell article. Reflect on the measures taken in building capacity throughout the organization.
· Review Fullan and Quinn’s elements of Focusing Direction in Chapter 2. Reflect on aspects needed to build capacity as a leader.
· Analyze the two case examples used to illustrate focused direction in Chapter 2.
· Clarify your own moral purpose, combining your personal values, persistence, emotional intelligence, and resilience.
A brief summary clarifying your own moral imperative.
· Using the guiding questions in Chapter 2 on page 19, explain your moral imperative and how you can use your strengths to foster moral imperative in others.
· Based on Fullan’s information on change leadership, in which areas do you feel you have strong leadership skills? Which areas do you feel you need to continue to develop?
Learning Resources
Required Readings
Fullan, M., & Quinn, J. (2016).
Coherence: The right drivers in action for schools, districts, and systems
. Thousand Oaks, CA: Corwin.
Chapter 2, “Focusing Direction” (pp. 17–46)
Florian, L. (Ed.). (2014).
The SAGE handbook of special education
(2nd ed.). London, England: Sage Publications Ltd.
Chapter 23, “Researching Inclusive Classroom Practices: The Framework for Participation” (389–404)
Chapter 31, “Assessment for Learning and the Journey Towards Inclusion” (pp. 523–536)
Adams, C.M., & Miskell, R.C. (2016). Teacher trust in district administration: A promising line of inquiry. Journal of Leadership for Effective and Equitable Organizations, 1-32. DOI: 10.1177/0013161X1665220
Choi, J. H., Meisenheimer, J. M., McCart, A. B., & Sailor, W. (2016). Improving learning for all students through equity-based inclusive reform practices effectiveness of a fully integrated school-wide model on student reading and math achievement. Remedial and Special Education, doi:10.1177/0741932516644054
Sailor, W. S., & McCart, A. B. (2014). Stars in alignment. Research and Practice for Persons with Severe Disabilities, 39(1), 55-64. doi: 10.1177/1540796914534622
Required Media
Grand City Community
Laureate Education (Producer) (2016c).
Tracking data
[Video file]. Baltimore, MD: Author.
Go to the Grand City Community and click into
Grand City School District Administration Offices
. Revie.
Mr. Friend is acrime analystwith the SantaCruz, Califo.docxaudeleypearl
Mr. Friend is a
crime analyst
with the Santa
Cruz, California,
Police
Department.
Predictive Policing: Using Technology to Reduce Crime
By Zach Friend, M.P.P.
4/9/2013
Nationwide law enforcement agencies face the problem
of doing more with less. Departments slash budgets
and implement furloughs, while management struggles
to meet the public safety needs of the community. The
Santa Cruz, California, Police Department handles the
same issues with increasing property crimes and
service calls and diminishing staff. Unable to hire more
officers, the department searched for a nontraditional
solution.
In late 2010 researchers published a paper that the
department believed might hold the answer. They
proposed that it was possible to predict certain crimes,
much like scientists forecast earthquake aftershocks.
An “aftercrime” often follows an initial crime. The time and location of previous criminal activity helps to
determine future offenses. These researchers developed an algorithm (mathematical procedure) that
calculates future crime locations.1
Equalizing Resources
The Santa Cruz Police Department has 94 sworn officers and serves a population of 60,000. A
university, amusement park, and beach push the seasonal population to 150,000. Department personnel
contacted a Santa Clara University professor to apply the algorithm, hoping that leveraging technology
would improve their efforts. The police chief indicated that the department could not hire more officers.
He felt that the program could allocate dwindling resources more efficiently.
Santa Cruz police envisioned deploying officers by shift to the most targeted locations in the city. The
predictive policing model helped to alert officers to targeted locations in real time, a significant
improvement over traditional tactics.
Making it Work
The algorithm is a culmination of anthropological and criminological behavior research. It uses complex
mathematics to estimate crime and predict future hot spots. Researchers based these studies on
In Depth
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Patch Call
Known locally as the
“Gateway to the Summit,”
which references the city’s
proximity to the Bechtel Family
National Scout Reserve. More
The patch of the Miamisburg,
Ohio, Police Department
prominently displays the city
seal surroun.
Mr. E is a pleasant, 70-year-old, black, maleSource Self, rel.docxaudeleypearl
Mr. E is a pleasant, 70-year-old, black, male
Source: Self, reliable source
Subjective:
Chief complaint:
“I urinate frequently.”
HPI:
Patient states that he has had an increase in urination for the past several years, which seems to be worsening over the past year. He estimates that he urinates clear/light yellow urine approximately every 1.5-2 hours while awake and is up 2-4 times at night to urinate. He states some urgency and hesitancy with urination and feeling of incomplete voiding. He denies any pain or blood. Denies any head trauma. Denies any increase in thirst or hunger. He denies any unintentional weight loss.
Allergies
: NKA
Current Mediations
:
Multivitamin, daily
Aspirin, 81 mg, daily
Olmesartan, 20 mg daily
Atorvastatin, 10 mg daily
Diphenhydramine, 50 mg, at night
Pertinent History:
Hypertension, hyperlipidemia, insomnia
Health Maintenance. Immunizations:
Immunizations up to date
Family History:
No cancer, cardiac, pulmonary or autoimmune disease in immediate family members
Social History:
Patient lives alone. He drinks one cup of caffeinated coffee each morning at the local diner. He denies any nicotine, alcohol or drug use.
ROS:
Incorporated into HPI
Objective:
VS
– BP: 118/68, HR: 86, RR: 16, Temp 97.6, oxygenation 100%, weight: 195 lbs, height: 70 inches.
Mr. E is alert, awake, oriented x 3. Patient is clean and dressed appropriate for age.
Cardiac: No cardiomegaly or thrills; regular rate and rhythm, no murmur or gallop
Respiratory: Clear to auscultation
Abdomen: Bowel sounds positive. Soft, nontender, nondistended, no hepatomegaly
Neuro: CN 2-12 intact
Renal/prostate: Prostate enlarged, non-tender. No asymmetry or nodules palpated
Labs:
Test Name
Result
Units
Reference Range
Color
Yellow
Yellow
Clarity
Clear
Clear
Bilirubin
Negative
Negative
Specific Gravity
1.011
1.003-1.030
Blood
Negative
Negative
pH
7.5
4.5-8.0
Nitrite
Negative
Negative
Leukocyte esterase
Negative
Negative
Glucose
Negative
mg/dL
Negative
Ketones
Negative
mg/dL
Negative
Protein
Negative
mg/dL
Negative
WBC
Negative
/hpf
Negative
RBC
Negative
/hpf
Negative
Lab
Pt’s Result
Range
Units
Sodium
137
136-145
mmol/L
Potassium
4.7
3.5-5.1
mmol/L
Chloride
102
98-107
mmol/L
CO2
30
21-32
mmol/L
Glucose
92
70-99
mg/dL
BUN
7
6-25
mg/dL
Creat
1.6
.8-1.3
mg/dL
GFR
50
>60
Calcium
9.6
8.2-10.2
mg/dL
Total Protein
8.0
6.4-8.2
g/dL
Albumin
4.5
3.2-4.7
g/dL
Bilirubin
1.1
<1.1
mg/dL
Alkaline Phosphatase
94
26-137
U/L
AST
25
0-37
U/L
ALT
55
15-65
U/L
Pt’s results
Normal Range
Units
WBC
9.9
3.4 - 10.8
x10E3/uL
RBC
4.0
3.77 - 5.28
x10E6/uL
Hemoglobin
11.5
11.1 - 15.9
g/dL
H.
Motor Milestones occur in a predictable developmental progression in.docxaudeleypearl
Motor Milestones occur in a predictable developmental progression in young children. They begin with reflexive movements that develop into voluntary movement patterns. For the motor milestone of independent walking, there are many precursor reflexes that must first integrate and beginning movement patterns that must be learned. Explain the motor progression of walking in a child, starting with the integration of primitive reflexes to the basic motor skills needed for a child to walk independently. Discuss at which time frame each milestone occurs from birth to walking (12-18 months of age). What are some reasons why a child could be delayed in walking? At what age is a child considered delayed in walking and in need of intervention? What interventions are available to children who are having difficulty walking? Please be sure to use APA citations for all sources used to formulate your answers.
.
Most women experience their closest friendships with those of th.docxaudeleypearl
Most women experience their closest friendships with those of the same sex. Men have suffered more of a stigma in terms of sharing deep bonds with other men. Open affection and connection is not actively encouraged among men. Recent changes in society might impact this, especially with the advent of the meterosexual male. “The meterosexual male is less interested in blood lines, traditions, family, class, gender, than in choosing who they want to be and who they want to be with” (Vernon, 2010, p. 204).
In this week’s reading material, the following philosophers discuss their views on this topic: Simone de Beauvoir, Thomas Aquinas, MacIntyre, Friedman, Hunt, and Foucault. Make sure to incorporate their views as you answer each discussion question. Think about how their views may be similar or different from your own. In at least 250 words total, please answer each of the following, drawing upon your reading materials and your personal insight:
To what extent do you think women still have a better opportunity to forge deeper friendships than men? What needs to change to level the friendship playing field for men, if anything?
How is the role of the meterosexual man helping to forge a new pathway for male friendships?
.
Most patients with mental health disorders are not aggressive. Howev.docxaudeleypearl
Most patients with mental health disorders are not aggressive. However, it is important for nurses to be able to know the signs and symptoms associated with the five phases of aggression, and to appropriately apply nursing interventions to assist in treating aggressive patients. Please read the case study below and answer the four questions related to it.
Aggression Case Study
Christopher, who is 14 years of age, was recently admitted to the hospital for schizophrenia. He has a history of aggressive behavior and states that the devil is telling him to kill all adults because they want to hurt him. Christopher has a history of recidivism and noncompliance with his medications. One day on the unit, the nurse observes Christopher displaying hypervigilant behaviors, pacing back and forth down the hallway, and speaking to himself under his breath. As the nurse runs over to Christopher to talk, he sees that his bedroom door is open and runs into his room and shuts the door. The nurse responds by attempting to open the door, but Christopher keeps pulling the door shut and tells the nurse that if the nurse comes in the room he will choke the nurse. The nurse responds by calling other staff to assist with the situation.
1. What phase of the aggression cycle is Christopher in at the beginning of this scenario? What phase is he in at the end the scenario? (State the evidence that supports your answers).
2. What interventions could have been implemented to prevent Christopher from escalating at the beginning of the scenario?
3. What interventions should the nurse take to deescalate the situation when Christopher is refusing to open his door?
4. If a restrictive intervention (restraint/seclusion) is used, what are some important steps for the nurse to remember?
SCHOLAR NURSING ARTICLE>>>APA FORMAT>>>
.
Most of our class readings and discussions to date have dealt wi.docxaudeleypearl
Most of our class readings and discussions to date have dealt with the issue of ethics and ethical behavior. Various philosophers have made contributions to jurisprudence including how to apply ethical principles (codes of conduct?) to ethical dilemma.
Your task is to watch the Netflix documentary ‘The Social Dilemma.’ If you cannot currently access Netflix it offers a free trial opportunity, which you can cancel after viewing the documentary. Should this not be an option for whatever reason, then please email me and we will create an alternative ethics question.
DUE DATE: Tuesday, Sept. 29, 2020 by noon
SEND YOUR NO MORE THAN 5 PAGE DOUBLE SPACED RESPONSE TO MY EMAIL ADDRESS. LATE PAPERS SUBJECT TO DOWNGRADING
As critics have written, the documentary showcases ways our minds are twisted and twirled by social media companies like Facebook, Twitter, and Google through their platforms and search engines, and the why of what they are doing, and what must be done to stop it.
After watching the movie, respond to the following questions in the order given. Use full sentences and paragraphs, and start off each section by stating the question you are answering. Be succinct.
What are the critical ethical issues identified?
What concerns are raised over the polarization of society and promulgation of fake news?
What is the “attention-extraction model” of software design and why worry?
What is “surveillance capitalism?”
Do you agree that social media warps your perceptions of reality?
Who has the power and control over these social media platforms – software designers, artificial intelligence (Ai), CEOs of media platforms, users, government?
Are social media platforms capable of self-regulation to address the political and ethical issues raised or not? If not, then should government regulate?
What other actions can be taken to address the basic concern of living in a world “…where no one believes what’s true.”
.
Most people agree we live in stressful times. Does stress and re.docxaudeleypearl
Most people agree we live in stressful times. Does stress and reactions to stress contribute to illness? Explain why or why not. Support your opinions with information from the text.
Make sure to reference and cite your textbook as well as any other source you may use to support your answers to the question. Your initial post must include appropriate APA references at the end.
.
Most of the ethical prescriptions of normative moral philosophy .docxaudeleypearl
Most of the ethical prescriptions of normative moral philosophy tend to fall into one of the following three categories: deontology, consequentialism, and virtue ethics. These categories in turn put an emphasis on different normative standards for judging what constitutes right and wrong actions.
Moral psychologists and behavioral economists such as Jonathan Haidt and Dan Ariely take a different approach: focusing not on some normative ethical framework for moral judgment, but rather on the psychological foundations of moral intuition and on the limitations that our human frailty places on real-world honesty, decency, and ethical commitments.
In this context, write a short essay (minimum 400 words) on what you see as the most important differences between the traditional normative philosophical approaches and the more recent empirical approach of moral psychology when it comes to ethics. As part of your answer also make sure that you discuss the implications of these differences.
Deadline reminder:
this assignment is
due on June 14th
. Any assignments submitted after that date will lose 5 points (i.e., 20% of the maximum score of 25 points) for each day that they are submitted late. Accordingly, after June 14th, any submissions would be worth zero points and at that time the assignment inbox will close.
.
Most healthcare organizations in the country are implementing qualit.docxaudeleypearl
Most healthcare organizations in the country are implementing quality improvement programs to save lives, enhance customer satisfaction, and reduce the cost of healthcare services. Limited human and material resources often undermine such efforts. Zenith Hospital in a rural community has 200 beds. Postsurgical patients tend to contract infections at the surgical site, requiring extended hospitalization. Mr. Jones—75 years old—was admitted to Zenith Hospital for inguinal hernia repairs. He was also hypertensive, with a compromised immune system. Two days after surgery, he acquired an infection at the surgical site, with elevated temperature, and then he developed septicemia. His condition worsened, and he was moved to isolation in the intensive care unit (ICU). A day after transfer to the ICU, he went into ventricular arrhythmia and was placed on a respirator and cardiac monitoring machine. Intravenous fluids, antibiotics, and antipyretics could not bring the fever down, and blood analysis continued to deteriorate.
The hospital infection control unit got involved. The team confirmed that postsurgical infections were on the increase, but the hospital was unable to identify the sources of infection. The surgery unit and surgical team held meetings to understand possible sources of infection. The team leader had earlier reported to management that they needed to hire more surgical nurses, arguing that nurses in the unit were overworked, had to go on leave, and often worked long hours without break.
Mr. Jones’ family members were angry and wanted to know the source of his infection, why he was on the respirator in isolation, and why his temperature was not coming down. Unfortunately, his condition continued to deteriorate. His daughter invited the family’s legal representative to find out what was happening to her father and to commence legal proceedings.
Then, the healthcare manager received information that two other patients were showing signs of postsurgical infection. The healthcare manager and care providers acknowledged the serious quality issues at Zenith Hospital, particularly in the surgical unit. The healthcare manager wrote to the Chairman of the Hospital Board, seeking approval to implement a quality improvement program. The Board held an emergency meeting and approved the manager’s request. The healthcare manager has invited you to support the organization in this process.
Please address the following questions in your response:
What are successful approaches for gaining a shared understanding of the problem?
How can effective communication be implemented?
What is a qualitative approach that helps in identifying the quality problem?
What tools can provide insight into understanding the problem?
In quality improvement, what does appreciative inquiry help do?
What is a benefit of testing solutions before implementation?
What is a challenge that is inherent in the application of the plan, do, study, act (PDSA) method?
What .
More work is necessary on how to efficiently model uncertainty in ML.docxaudeleypearl
More work is necessary on how to efficiently model uncertainty in ML and NLP, as well as how to represent uncertainty resulting from big data analytics.
Pages - 4
Excluding the required cover page and reference page.
APA format 7 with an introduction, a body content, and a conclusion.
No Plagiarism
.
Mortgage-Backed Securities and the Financial CrisisKelly Finn.docxaudeleypearl
Mortgage-Backed Securities and the Financial Crisis
Kelly Finn
FNCE 4302
Mortgage-Backed Securities (MBS) are “pass-through” bundles of housing debt sold as investment vehicles
A mortgage-backed security, MBS, is a type of asset-backed security that pays investors regular payments, similar to a bond. It gets the title as a “pass-through” because the security involves several entities in the origination and securitization process (where the asset is identified, and where it is used as a base to create a new investment instrument people can profit off of).
Key Players involved in the MBS Process
[Mortgage] Lenders: banks who sell mortgages to GSE’s
GSE: Government Sponsored Entities created by the US Government to make owning property more accessible to Americans
1938: Fannie Mae (FNMA): Federal National Mortgage Assoc.
1970: Freddie Mac (FHLMC): Federal Home Loan Mortgage Corp.
Increase mortgage borrowing
Introduce competitor to Fannie Mae
1970: Ginnie Mae (GNMA): Government National Mortgage Assoc.
US Government: Treasury: implicit commitment of providing support in case of trouble
The several entities involved in the process make MBS a “pass-through”. Here we have 3 main entities that we’ll call “Key Players” for the purpose of this presentation which aims to provide you with a basic and simple explanation of MBS and their role in the financial crisis.
GSE’s created by the US Government in 1938
Part of FDR’s New Plan during Great Depression
Purpose: make owning property more accessible to more Americans
GSE (ex. Fannie Mae) buys mortgages (debt) from banks, & then pools mortgages into little bundles investors can buy (securitization)
Bank’s mortgage is exchanged with GSE’s cash
Created liquid secondary market for mortgages
Result:
1) Bank has more cash to lend out to people
2) Now all who want to a house (expensive) can get the money needed to buy one!
Where MBS came from & when
Yay for combatting homelessness and increasing quality of life for the common American!
Thanks Uncle Sam!
MBS have been around for a long time. Officially in the US, they have their origins in government. During the Great Depression in the 1930s, President Franklin Delano Roosevelt signed into creation Fannie Mae that was brought about to help ease American citizen’s difficulty in becoming homeowners. The sole purpose of a GSE thus was to not make profit, but to promote citizen welfare in regards to housing. Seeing that it was created by regulatory government powers, it earned the title of Government Sponsored Entity, which we will abbreviate as GSE. 2 other GSE’s in housing were created in later decades like Freddie Mae, to further stimulate the mortgage market alongside Fannie, and Ginnie which did a similar thing but only for certain groups of people (Veterans, etc) and to a much smaller scale.
How MBS works: Kelly is a homeowner looking to borrow a lot of money
*The Lender, who issued Kelly the mor.
Moral Development Lawrence Kohlberg developed six stages to mora.docxaudeleypearl
Moral Development:
Lawrence Kohlberg developed six stages to moral behavior in children and adults. Punishment and obedience orientation, interpersonal concordance, law and order orientation, social contract orientation, and universal ethics orientation. All or even just one of these stages will make a good topic for your research paper or you could just do the research paper on Kohlberg.
.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Basic Civil Engineering Notes of Chapter-6, Topic- Ecosystem, Biodiversity Green house effect & Hydrological cycle
Types of Ecosystem
(1) Natural Ecosystem
(2) Artificial Ecosystem
component of ecosystem
Biotic Components
Abiotic Components
Producers
Consumers
Decomposers
Functions of Ecosystem
Types of Biodiversity
Genetic Biodiversity
Species Biodiversity
Ecological Biodiversity
Importance of Biodiversity
Hydrological Cycle
Green House Effect
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
This presentation provides an introduction to quantitative trait loci (QTL) analysis and marker-assisted selection (MAS) in plant breeding. The presentation begins by explaining the type of quantitative traits. The process of QTL analysis, including the use of molecular genetic markers and statistical methods, is discussed. Practical examples demonstrating the power of MAS are provided, such as its use in improving crop traits in plant breeding programs. Overall, this presentation offers a comprehensive overview of these important genomics-based approaches that are transforming modern agriculture.
Solid waste management & Types of Basic civil Engineering notes by DJ Sir.pptxDenish Jangid
Solid waste management & Types of Basic civil Engineering notes by DJ Sir
Types of SWM
Liquid wastes
Gaseous wastes
Solid wastes.
CLASSIFICATION OF SOLID WASTE:
Based on their sources of origin
Based on physical nature
SYSTEMS FOR SOLID WASTE MANAGEMENT:
METHODS FOR DISPOSAL OF THE SOLID WASTE:
OPEN DUMPS:
LANDFILLS:
Sanitary landfills
COMPOSTING
Different stages of composting
VERMICOMPOSTING:
Vermicomposting process:
Encapsulation:
Incineration
MANAGEMENT OF SOLID WASTE:
Refuse
Reuse
Recycle
Reduce
FACTORS AFFECTING SOLID WASTE MANAGEMENT:
MKT 305 - HoyleSpring 2020GUIDELINES FOR THE CUSTOMER RESEARCH.docx
1. MKT 305 - Hoyle
Spring 2020
GUIDELINES FOR THE CUSTOMER RESEARCH PROJECT
SUBMISSION 1:
Brainstorming/conceptual analysis
One of the requirements for MKT 305 is the completion of a
customer research project that will account for 25% of a
student's final grade. This project has two submissions.
Submission 1 will be a brainstorming/conceptual analysis. This
portion of the project is worth 30% of the project grade or 7.5%
of a student’s final grade. The primary objective of this
submission is for groups to use conceptual frameworks
discussed in class to analyze and evaluate buyer behavior
among CMU students within a selected local service category.
CATEGORY SELECTION
Each group will be assigned to a specific service category to
research from those listed in Exhibit 1 of this document. Groups
will perform research on the same category for both submission
1 and submission 2.
BRAINSTORMING/CONCEPTUAL ANALYSIS
In this submission you are to use several of the theoretical
frameworks covered in class to analyze choice behavior in your
service category. Your analysis must include the following:
1.
An analysis of the consumption values that the
competitors/brands in your service category serve using the
Motivation Behind Market Choice Framework discussed in
class. Examine both the purchase decision as well as the choice
decision separately using the four consumption values discussed
in class (functional, social, emotional and epistemic value).
2. Identify all possible motivations under each consumption value
for both the purchase and the choice decisions.
2.
Identification and description of a minimum of at least four
benefit (need-based) segments in your category. Indicate which
competitors in the service category you believe to be best
positioned to satisfy each segment and which are in the worst
position. Give rationale for your choices.
3.
An analysis of perceived risks that could potentially affect
choice in your service category organized using the four types
of perceived risk discussed in class. For each risk you identify,
describe actual or potential strategies that might be used by
competitors (not customers) in the service category to alleviate
customer concerns about these issues.
DELIVERABLES
A printed hard copy of the analyses detailed aboveis due
Tuesday 2/25, by the end of class. This part of the project
requires groups to write up the required
brainstorming/conceptual analyses (consumption value analyses,
perceived risks, and benefit segments) plus any additional
conceptual analyses they may wish to submit.
GRADING
No group member will receive a grade for the written report
higher than that given to the group. In order to help insure
satisfactory participation by all, a group member evaluation
form will be collected at the end of the term (after Submission 2
is submitted). Those students consistently rated as poor
performers by others in their group will have their project
grades reduced according to the severity and consistency of the
negative ratings. Submission 1 will be graded based on the
depth (level of description and detail), breadth (number of
relevant items identified) and thoroughness of the analysis
(were important items omitted), the quality of the presentation
(writing, organization GSP, aesthetics) and the correctness of
3. the application of buyer behavior concepts (were terms used
correctly, were items classified in the correct category).
Submissions begin with a default grade of B which can then be
raised (or lowered) based on the extent to which the paper
distinguishes itself from the pack and establishes itself as better
(or worse) than the average submission based on the criteria
above. Attached is the grading rubric.
EXHIBIT 1:
List of Eligible Service Categories to Research
1.
Sub/sandwich shops (Subway, Jimmy John’s, Which Wich,
Firehouse, Panera)
2.
Groceries (Aldi, Wal-Mart, Target, Rics, Meijer)
3.
Full service (sit-down) dinner restaurants (Applebees, Texas
Roadhouse, Bennigans, Olive Garden, Ruby Tuesday’s,
Mountain Town)
4.
Ice cream (Dairy Queen, Culvers, Doozies, Pineapple Tiki)
5.
Coffee houses (Starbucks, Bigby, Ponder, Java City)
6.
Pizza delivery (Domino’s, Jet’s, Hungry Howies, Papa John’s,
4. Vin Trofeos)
7.
Sports bars (Buffalo Wild Wings, O’Kelley’s, The Cabin,
Hunter’s)
8.
Mexican food quick-service (Qdoba, Taco Bell, Taco Boy,
Chipotle)
MKT 305 Submission 1 Rubric
Grading criteria
Does Not Meet Expectations
Meets Expectations
Exceeds Expectations
1. Consumption Values- Purchase decision
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant motivations identified; did not
overlook key factors)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used
correctly, motivations classified in correct category).
5. Comments:
Letter Grade for this analysis:
2. Consumption Values- Choice decision
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant motivations identified; did not
overlook key factors)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used
correctly, motivations classified in correct category).
6. Comments:
Letter Grade for this analysis:
Grading criteria
Does Not Meet Expectations
Meets Expectations
Exceeds Expectations
3. Benefit (need-based) Segments
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant segments identified; did not
overlook key segments; identified best worst positioned
competitor in each segment identified)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used
7. correctly, segments identified are legitimate need-based).
Comments:
Letter Grade for this analysis:
4. Perceived Risks
●Depth (level of description and detail: quality of rationale)
●Breadth (number of relevant risks identified; did not overlook
key risks, identified risk alleviation strategies)
●Presentation (writing, organization, GSP, aesthetics)
●Correct application of buyer behavior concepts (terms used
8. correctly, risks classified in correct category).
Comments:
Letter Grade for this analysis:
Overall % Grade for Submission 1:
MKT 305
NEEDS COURSE PACKET
Strategic Framework of the Customer Buying Process
Stage
Key Customer Concept
Marketing Objective
Affected marketing activities
1
needs
Create Value
Produce solutions that meets the needs of a segment of
customers better than the competition
Product/service development*
Pricing
Benefit segmentation
9. 2
perceptions
and attitudes
Sell Value
Get targeted customers to perceive that your solution meets
their needs better than the competitions ’solutions
Promotion*
Packaging
Pricing
Branding
Positioning
3
purchase
Deliver Value
Acquire orders from customers and fulfill these orders to the
customer’s satisfaction.
Distribution*
Pricing*
Customer Service
* most important activity
OUTLINE:
A. Needs Vs. Wants
B. The Motivational Process
1. Motivational Problems
2. Motivational energy vs. Motivational direction
C. Motivation Behind Market Choice
1. Two Levels of Market Choices:
2. Four Values Driving Choice
D. Benefit Segmentation
E. Measuring Customer Needs
F. Perceived Risk
1. Types Of Perceived Risk
2. How Customers Deal With Perceived Risk
G. Manifest vs. Latent (Covert & Hidden) Motives
10. NEEDS DISCUSSION QUESTIONS:
1. What motivates people to smoke cigarettes? Why would
someone who is aware of its undesirable consequences begin
smoking in the first place?
2. What is the distinction between needs and wants? Can
wants exist without needs? Can wants precede needs?
3. Can marketers create needs? Can marketers create wants?
What is the appropriate role of marketing with regard to
customer needs and wants?
4. What are the motivational problems that keep customers
out of the market for a particular product or service? How can
marketers address each of these issues?
5. What is the distinction between motivational energy and
motivational direction? What are the implications of each?
6. Analyze motivations for why people smoke cigarettes
using the motivation behind market choice framework. Do the
same for bowling.
7. Does emotional value ever drive the purchase behavior of
industrial (B to B) buyers? How? What about social value?
8. What is benefit segmentation? How does it differ from
traditional segmentation approaches? What are its advantages?
What are its disadvantages?
9. What are the requirements of a good benefit segment?
10. How do manifest motives differ from latent motives? How
do covert motives differ from hidden motives?
11. Is perceived risk a positive or a negative for marketers? Is
it more of an opportunity or a threat? Explain.
12. What strategies do customers use to help alleviate perceived
risk? How is this relevant to marketers?
“Oil company advertising has led people to the conclusion that
more expensive (higher grade) fuels will make their cars easier
to start, get more gas mileage, and last longer but this is
generally untrue…your engine has to be designed to use that
11. extra octane…the extra cost is just lining the pockets of the oil
companies”
Michael Solomon, Customer Behavior,
p. 92
The Appropriate Role of MARKETING WITH REGARD TO
NEEDS AND WANTS
Create wants, i.e., satisfy the needs of one or more segments of
customers better than anyone else.
Key points
1. Be “need” not product focused
examples: Smith Corona, American Trap Co., Blockbuster
2. Insufficient “just” to satisfy needs
example: Swiffer, Grill Glove
3. Satisfy all their needs
example: Diet Beer
4. Do not attempt to satisfy everyone with one solution.
example: Egg McMuffin, Curves
A Better Mousetrap
"If a man can write a better book, preach a better sermon, or
make a better mousetrap than his neighbor, though he builds his
house in the woods the world will make a beaten path to his
door.
Chester M. Woolworth (https://www.loc.gov/item/2017840634/
), when he was president and chairman of Animal Trap Co.
(https://www.woodstream.com/heritage )of America,
commissioned an industrial designer to come up with an even
better mousetrap. The finished product was a sleek, brown
plastic gadget that looked something like an upside-down
12. bathtub. It had a spring that snapped upward and strangled the
mouse when it nibbled the cheese (or peanut butter or
gumdrops, said by some to be the preference of discerning
mice). The trap was big enough to conceal a good-sized mouse
(except for the tip of its tail, which hung out), so that the
squeamish householder need never lay eyes on the victim. And
perhaps best of all, the trap was reusable -- press down on the
spring from the top and neatly drop the mouse into the garbage
pail.
But the Little Champ, as it was affectionately named, gathered
dust on the shelves of hardware stores while the tried-and-true
snap-trap continued to snag customers. Why? In a 1962
publication of the American Management Associations,
Woolworth mused over the plight of the Little Champ and
admitted that "we're still not sure. Perhaps it didn't look like a
mousetrap. Maybe it was priced wrong. The old traps cost about
$.07 [the Little Champ sold for about $.12].
Maybe it was the disposal feature. Many women just throw
away the $.07 trap -- with the mouse in it."
Indeed, this last guess proved to be the answer. More recent
market research shows that "the homeowner will, often as not,
throw the trap out with the rodent even though it could be used
over again," says John Reid. In which case, the old Victor snap-
trap suited the customer's purposes just fine -- it was cheap, it
was simple, and it didn't look like a designer mousetrap, so no
one felt any qualms about tossing it out.
http://www.inc.com/magazine/19850301/1091.html
MOTIVATION
The driving force within individuals that impels them to take
action in order to satisfy a need.
MOTIVATIONAL PROCESS MODEL
1. Unfilled need
13. ↓
2. Awareness of unfilled need
↓
3. Tension
↓
4. Action
↓
Customer Motivation Problems –
Why customers do not take action to fill their needs – i.e. why
they stay out of markets.
14. 1. Customer forgets about their need.
Strategy - Remind customers of their need
examples: Hallmark, Dentists, Jet Dry, Car Fax
2. Customer lacks the motivation to fill their need.
Strategy -Increase Customer Tension
examples: Ziebart, Scope, Orkin, Allstate
3. Customer is not aware of an effective solution to their need.
Strategy –Develop an effective solution for customers
examples: Wrigleys, Arm & Hammer, Excedrin Migraine
COMPARISON OF THE TWO COMPONENTS OF
MOTIVATION: ENERGY VS. DIRECTION
Motivational energy
Motivational direction
Definition
The extent to which the customer is motivated to take action to
fill their need.
The action(s) the customer takes to fill their need
Source of motivation
related to need strength
related to wants
Demand type
Primary
demand
Secondary demand
Indication this component is the problem
Customer fails to take action, does not enter your market
Customer buys from your competitor rather than you
.
15. MOTIVATION BEHIND MARKET CHOICE FRAMEWORK
Two Levels of Market Choices
1. THEPURCHASE DECISION
things that motivate someone to make a purchase in a particular
category.
Example: deciding to buy a smart phone.
2. THE CHOICE DECISION
things that motivate one’s purchase choice within a category.
Example: deciding to buy an Apple I-phone rather than a
Samsung Galaxy.
MOTIVATION BEHIND MARKET CHOICE FRAMEWORK
Four Consumption Values
1. UTILITARIAN VALUE
the ability of an alternative to provide functional benefits.
Examples: appliances (purchase); horsepower and fuel economy
of a car (car choice)
2. SOCIAL VALUE
The ability of an alternative to affect one's social image.
Examples: jewelery (purchase); luxury brand (car choice)
3. EMOTIONAL VALUE
The ability of an alternative to elicit positive feelings
Examples: music (purchase); design aesthetics (car choice)
4. EPISTEMIC VALUE
The ability of an alternative to provide novelty, or satisfy
curiosity.
Examples: online content (purchase); innovative new
16. technology in a car (car choice)
Don't Underestimate the Role of Emotion, Self-Image in B2B
Sales
B2C sales and marketing entities have long recognized the need
to connect the brand with the customer’s ego and sense of self.
If you can cultivate a brand or specific product that makes
customers feel better about themselves, the battle for the
purchase decision is practically won (and price sensitivity is
greatly reduced)! Brands like Starbucks® and Apple® are
champions at this.
In contrast, the role of customer ego has historically been
overlooked in B2B sales, in favor of the business benefits of our
solution – most often some combination of improved growth,
profitability and efficiency – delivered to the customer
organization. Certainly, these are key considerations for B2B
sales, but to overlook the emotional needs of individual
purchase decision makers is to miss key opportunities for sales
advantage and differentiation.
Next time you are mapping out the Features, Advantages and
Benefits of your product/service for a client organization, take
the time to run through the same process relative to your key
contact’s personal benefit. How will this purchase make his/her
life easier or make this individual look good to his/her boss and
peers? How might this purchase make the individual customer
feel smarter, cooler or more successful? What might this
purchase decision say about his/her level of sophistication,
relevance or thought leadership?
Taking extra time and thought to add this personal dimension to
your solution will help you build personal relationships and
cultivate advocates within the client organization. And with
purchase committees becoming more and more common,
cultivating fans within the client organization has become more
essential to our sales success. At the end of the day, companies
17. don’t buy products and services; people do. We’ve all heard that
familiar saying, now we just need to start living it!
BENEFIT SEGMENTATION
Grouping customers into segments based on similarity in
benefits sought
Benefit
Segmentation
Traditional segmentation
Definition
Grouping customers into segments based on common benefits
sought
Example: Tide vs. Cheer
Grouping customers into segments based on common
background characteristics such as demographics
Strengths
Provides strong focus for developing products/services and
message strategy
Examples: Toyota
Health clubs
Makes it easier to select media to reach the segment
Weaknesses
1. May not be able to come up with a good demographic profile
for the segment
Example: black licorice
2. A few markets do not require customers to make tradeoffs
Example: toothpaste
https://www.youtube.com/watch?v=z-o_LI8-5oY
Customers in the same segment may have conflicting needs
Example: GMC Syclone targeted to young male
18. REQUIREMENTS OF A GOOD NEED BASED SEGMENT
1. Segment defined by benefitsought not by buyer
characteristics or product type/characteristics.
Example: mowers that mow lawns quickly (wide cutting decks)
or mowers you do not have to push vs. men 25-34 or lawn
tractors
2. Benefitsought must be a major factor (trigger) for some group
of buyers.
Example: easy starting push mowers vs. push mowers with cup
holders
3. Segment must be large enough to be worth targeting
Example: lawn tractors for tight, heavily treed lawns (zero
radius) vs. lawn tractors for bored mowers (equipped with
entertainment systems)
4. Benefit sought should be a potential source of competitive
advantage (i.e. something most competitors cannot provide).
Example: rechargeable plug-in lawn tractors vs. lawn tractors
with automatic transmission
Which of the following are legitimate need-based segments for
supermarket coffee?
1. Males 25-34
2. Young urban professionals
3. Price-conscious drinkers
4. Energy seekers
5. College students
6. Quality coffee connoisseurs
7. Fast preparation time seekers
8. Hazelnut flavored coffee lovers
19. 9. Families
10. Office workers
11. Coffee drinkers without a coffee maker
12. Late shift workers
13. K-cups
14. Small pot/batch coffee drinkers
15. Portable/Ready-to-drink hot coffee drinkers
16. Folger’s brand loyals
MEASURING CUSTOMER NEEDS
Attribute Importance: Have respondents indicate how important
different attributes are to them when evaluating different
competitors.
Example: fast food hamburger restaurants:
very
very
unimportant important
Taste of food 1 2 3 4
5 6 7
Price 1 2 3
4 5 6 7
Speed of service 1 2 3 4
5 6 7
Menu variety 1 2 3 4
5 6 7
Location 1 2 3
4 5 6 7
3 TYPES OF CUSTOMER MOTIVES
Type of motive
Customers know their true motivation?
Customers will tell you their true motivation?
20. Manifest
yes
yes
Latent: covert
yes
no
Latent: hidden
no
no
PERCEIVED RISK:
Risk = probability x cost
Undesirable Consequences Customers Seek To
Avoid When Making Purchase Decisions
TYPES OF PERCEIVED RISK:
1. Social Risk:
risk that a wrong choice will result in embarrassment or
disapproval from others
examples: horse racing, clothing, store brands
2. Performance Risk:
risk that a wrong choice will not perform as well as expected
examples: bleach, pain relievers, logistics, fruit
3. Financial Risk:
risk that a wrong choice will be overpriced or lead to negative
financial consequences.
examples: used cars, retailing, houses
4. Physiological Risk:
risk that a wrong choice may cause physical harm
examples: Volvo, chain saws, laser eye surgery
HIGH OR LOW PERCEIVED RISK PURCHASES?
21. 1. Cell Phone
2. Paper Towels
3. Flour
4. Car
5. Shoes
6. Jeans
7. Socks
8. Milk
9. Chainsaw
10. Oil Change
Sample Questions needs vs. wants
1. Which of the following is correct.
a. Needs are defined as requirements that people must have in
order to survive.
b. Wants are defined as things a person desires but does not
need.
c. A person cannot want a product unless it addresses their
needs.
d. a and b
2. A person wishes to go to Taco Bell in order to relieve their
hunger. In this scenario ________ represents the person’s need
and _________ represents the person’s want.
a. Taco Bell/hunger
b. hunger/Taco Bell
c. hunger/hunger
d. Taco/Bell/Taco Bell
Sample questions: motivational process
1. Which of the following is correct regarding the motivational
process model presented in class?
a. The first stage is “tension”
b. the action stage leads to the tension stage
c. the tension stage leads to the action stage
d. the need stage leads to the tension stage
22. e. the final stage is “awareness of a need”
2. According to class discussion on the motivational process
model, what strategy is most appropriate for a company who has
an innovative and effective new solution for a problem that is of
great concern to customers?
a. create a need
b. remind customers of their need
c. increase customer tension
d. suggest an action customers can take
Sample Question: Motivational energy vs. motivational
direction
Which of the following reasons why someone does not purchase
Coppertone sunscreen would be attributed to “motivational
direction” rather than to “motivational energy”.
a. He is unaware of the dangers of the sun and how sunscreen
can protect his skin from damage.
b. He is aware of the dangers of the sun but he never thinks
about buying sunscreen when he is shopping.
c. He is aware of the dangers of the sun but is not concerned
enough to buy sun screen.
d. He is concerned about protecting his skin from sun damage
but he always buys Banana Boat.
Sample questions: consumption values
1. A customer chooses to go to the Horseshoe Lounge
because he thinks it is the best place in town to meet new
people. Which consumption value motivated this customer’s
choice of bar?
a. utilitarian value
b. social value
c. emotional value
d. epistemic value
23. 2. A customer chooses to join the local chapter of the Rotary
Club because he thinks this membership will help communicate
to others that he is someone who is involved in the community.
Which consumption value motivated this decision?
a. utilitarian value
b. social value
c. emotional value
d. epistemic value
3. A customer decides to go on an Alaskan Cruise in order to
experience what life is like that far north and to see what
whales and glaciers really look like in person. Which
consumption value motivated this decision?
a. utilitarian value
b. social value
c. emotional value
d. epistemic value
4. A customer decides to go to the Lowes to buy a
refrigerator because he wants to support the sponsor of his
favorite race car driver Jimmy Johnson. Which consumption
value motivated this decision?
a. utilitarian value
b. social value
c. emotional value.
d. epistemic value
1. A customer decides to buy the Braun blender they want
from Wal-Mart because the store’s price match guarantee
assures them that if they see the same blender at another store
for a lower price within two weeks of purchase, Wal-Mart will
give them a refund for the price difference. This customer’s
24. decision to buy from Wal-Mart was due to their desire to deal
with which type of perceived risk?
a. social risk
b. performance risk
c. financial risk
d. physiological risk
2. A customer decides to buy a plain white Toyota Camry
because they do not want to drive an attention- getting vehicle
that might attract the awareness of potential carjackers or the
police. This customer’s purchase choice was due to their desire
to deal with which type of perceived risk?
a. social risk
b. performance risk
c. financial risk
d. physiological risk
3. A customer needs to rent, sight unseen, a beach villa in
Myrtle Beach for a week of vacation. She ended up renting a
moderately priced villa because she was afraid the less
expensive units that were available might be in poor condition.
This customer’s purchase choice was due to their desire to deal
with which type of perceived risk?
a. social risk
b. performance risk
c. financial risk
d. physiological risk
4. A customer who has never tanned before because they find
tanning salons to be intimidating, selects to use a particular
local salon because they offer a free 30 minute orientation
session on tanning etiquette and how to properly use the salon’s
facilities. This customer’s purchase choice was due to their
desire to deal with which type of perceived risk?
a. social risk
b. performance risk