1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...
Running Head MARKETING COMMUNICATION AND BRAND STRATEGY .docxcowinhelen
Running Head: MARKETING COMMUNICATION AND BRAND STRATEGY 1
MARKETING COMMUNICATION AND BRAND STRATEGY 5
MARKETING COMMUNICATION AND BRAND STRATEGY
Regina Snedecor
MKT/571 Marketing Management
April 15, 2017
Heidi Kelley
Marketing Communication and Brand Strategy
Branding in business is the process by which goods or commodities of a company given names that can easily identify in the market. Branding is an essential thing when it comes to business; this is an active brand has a guaranteed long life; this is because will shift from the commodity itself but settle on the name. Various things attributed to a powerful brand that will ensure that the company will be able to have a product that will sell itself just by the mention of the name. This paper will come up with an efficient manner or rather strategy of setting a brand. Marketing communication, on the other hand, is defined as the plan established by the company so that it can be able to reach its desired customers. The company will have to pick as accurate communication that will help them achieve the market communication plan.
In coming up with a proper marketing plan it is fundamentally based on the objectives of the company, and there are the essential 4ps that are not to be forgotten, they are a place, promotion, price, and product. Situational analysis is used by managers in a collection of data to be able to analyze the internal and external environment to understand the capabilities of the customers and the business climate. The following are the situational analysis when coming up with a brand operational requirement to pick and analyze to be able to understand the dynamics of the environment and the expectations of the clients (Donthu, 2000).
Vision, mission, strategic objectives.
For any successful brand, the needs of the client ought to come first this is because they are the people in whom the business intends to consume the product. Therefore, the vision of any successful brand should be towards customer satisfaction and meet their needs. The objectives of a business are what firstly dictates its survival in the firm. The values and strategic goals of any business should be carried out with the thought of the client this will assist in fulfilling the desires of the customers and coming up with an effective brand.
Strength/weaknesses
For a successful brand to build a SWOT analysis should be conducted, this will be able to identify the place in which the business holds in the market. When strengths identified, the business will be able to capitalize on the power; this will be able to overshadow the weaknesses that identified when the company settled. For instance, a brand that is being set up in the clothing industry, if they had a strength of making clothes with better fabrics compared to their competitors and their weakness is that it would likely face a shortage of supply. The business n ...
6/4/2019 Print
https://content.ashford.edu/print/AUBUS620.12.1?sections=sec1.2&content=all&clientToken=facba320-3875-6b39-053e-fd4d5df2b43b&np=sec1.2 1/9
How can you apply this process to a company, product, and target market you are aware of?
1.2 The Marketing Management Process
Marketing management is a process that is intended to facilitate transactions by bringing buyers
and sellers together. Consistent with the marketing concept, the ultimate goal of the process is to
create exchanges that satisfy both company and customer.
As illustrated in Figure 1.2, the process of marketing management from the seller's perspective can
be characterized as a series of four stages of decision making: situation analysis, marketing
strategy, marketing mix decisions, and implementation and control.
Figure 1.2: Marketing management process
Each of these stages is described in greater detail in the sections that follow. Before proceeding,
however, it is important to keep two features of the model in mind. The purpose of the model is to
provide a measure of discipline to the process of marketing management to improve the quality of
managers' decisions. Its value lies in making sure that the decision maker is deliberate, thorough,
and systematic in the planning and execution of marketing strategy. An important consideration
when evaluating the model is that it is not simply a linear recipe card for decision making. It is
intended to provide an aid to assessing the goodness of fit between marketing problems and
alternative solutions. As such, it is not a substitute for thinking. The model can only be as useful,
flexible, and dynamic as the user makes it.
Stage I: Situation Analysis
In many instances, corporate, division, and business unit level goals and strategic priorities will
shape and direct the process of marketing management from the outset. Given those constraints,
the first step of the process is to undertake a thorough analysis of the current situation and
environment confronting the organization. Situation analysis is at the heart of marketing's endeavor
to identify new opportunities to satisfy unmet customer wants and needs. Opportunities typically
stem either from finding new ways to serve the needs of existing customers or uncovering new
markets for existing product or service lines. Many new opportunities incorporate elements of both
new products and new markets. Productrelated opportunities for a regional hospital, for example,
might include the addition of alternative therapies (e.g., acupuncture) or creating satellite wellness
or expresscare centers in local shopping centers and malls. The addition of a new service line in
sports medicine and rehabilitation care might be one way to reach a new segment of the market.
6/4/2019 Print
https://content.ashford.edu/print/AUBUS620.12.1?sections=sec1.2&content=all&clientToken=facba320-3875-6b39-053e-fd4d5df2b43b&np=sec1.2 2/9
CVS and many other companies are meeting shoppers'
needs conv.
11Getting Started with PhoneGapWHAT’S IN THIS CHAPTERSantosConleyha
11
Getting Started with PhoneGap
WHAT’S IN THIS CHAPTER?
! History of PhoneGap
! Di! erences between HTML5 and PhoneGap
! Getting a development environment set up
! Implementing the Derby App
PhoneGap is an open source set of tools created by Nitobi
Solution
s (now part of Adobe)
that enables you to create mobile applications for multiple devices by utilizing the same code.
PhoneGap is a hybrid mobile application framework that allows the use of HTML, CSS,
and JavaScript to write applications that are based on the open standards of the web. These
applications also have access to the native functionality of the device. PhoneGap has been
downloaded more than 600,000 times, and more than 1,000 apps built with PhoneGap are
available in the respective app stores, which makes PhoneGap a viable solution for creating
cross-platform mobile apps.
HISTORY OF PHONEGAP
PhoneGap was started at the San Francisco iPhone Dev Camp in August 2008. iOS was shaping
up to become a popular mobile platform, but the learning curve for Objective-C was more work
than many developers wanted to take on. PhoneGap originally started as a headless browser
implementation for the iPhone. Because of the popularity of HTML/CSS/JavaScript, it was a
goal that this project use technologies with which many developers where already familiar.
Based on the growing popularity of the framework, in October 2008 Nitobi added support
for Android and BlackBerry. PhoneGap was awarded the People’s Choice award at the Web2.0
Expo Launch Pad in 2009, which was the start of developers recognizing PhoneGap as a
valuable mobile development tool. PhoneGap version 0.7.2 was released in April 2009, and
was the fi rst version for which the Android and iPhone APIs were equivalent.
c11.indd 309c11.indd 309 28/07/12 6:08 PM28/07/12 6:08 PM
310 " CHAPTER 11 GETTING STARTED WITH PHONEGAP
In September 2009 Apple approved the use of the PhoneGap platform to build apps for the iPhone
store. Apple required that all PhoneGap apps be built using at least version 0.8.0 of the PhoneGap
software. In July 2011, PhoneGap released version 1.0.0.
WHY USE PHONEGAP?
PhoneGap enables you to leverage your current HTML, CSS, and JavaScript skill sets to create a mobile
application. This can greatly speed up development time. When you develop for multiple platforms
using PhoneGap, you can reuse the majority of the code you have written for the mobile project, further
reducing development costs. It isn’t necessary to learn Java, C#, and Objective-C to create an applica-
tion with PhoneGap that can target iPhone, Android, BlackBerry, and Windows Phone 7.
If you fi nd native functionality missing from PhoneGap, you can extend the functionality of the
PhoneGap platform using native code. With the PhoneGap add-in structure, you can create an add-in
using the native language of the device and a JavaScript API that will call the native plug-in you
created. Cross-platfo ...
11Proposal Part One - Part 1 Influence of Internet on TourismSantosConleyha
11
Proposal Part One - Part 1: Influence of Internet on Tourism Industry
Research Proposal: Influence of Internet on Tourism Industry
Introduction
The tourism industry has been among the best-valued sectors within the nation to generate massive revenue for the government. Besides, the industry is considered among the earliest since it started several decades ago. For an extended period, the industry uses Integrated Marketing Communications to promote their various products and services to the entire world. The introduction of technology in the industry leads to improvements in the sectors. Most individuals without extensive information on the tourism industry can access the data in their comfort zones. It implies that IT and internet technology play a significant role in ensuring effective strategy due to its existence globally.
Most European countries have tried to promote and implement internet technology in ensuring satisfactory delivery of products and services (Kayumovich, 2020). Since it has a custom within the tourism and hotel industry to provide intangible products and services, including but not limited to services alongside comfort, the internet has been an effective method of delivering its messages to the targeted customers. Also, through internet technology, the industry has achieved more customers in the global market, including the European market. The promotion of branding within the European tourism industry has been effective due to the introduction and implementation of internet technology. Thus, the internet is believed to significantly influence the tourism industry in various sectors, including but limited to infrastructure, travel, alongside the marketing sector. Before introducing the internet alongside the IT, travelling of customers was dangerous and unpleasant since travellers had constraint understanding of locations they were visiting.
As a result, the existing vacationers of time had limited knowledge of the cultures and terrain alongside the climate change and patterns necessary to stimulate the travelling issues. Therefore, tourism sectors, including but not limited to tour companies, travel agencies and other like hotels, had developed strategies necessary to promote booking and reservation processes (David-Negre et al. 2018). However, several decades ago, popular sites were visited by tourists. It implies that the tourism sectors within the local or remote area faced challenges of securing sufficient clients as people were could not define the destination. Also, shortage of information on a particular region leads to reduced travelling by visitors. The research involved the utilization of relevant literature review on the subject matter to provide factual information. Therefore, the report offers adequate information on the influence of the internet on the tourism industry. This research would give me the stage to show my finding and view and also propose how the internet can be leveraged to an extend i ...
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Running Head: MARKETING COMMUNICATION AND BRAND STRATEGY 1
MARKETING COMMUNICATION AND BRAND STRATEGY 5
MARKETING COMMUNICATION AND BRAND STRATEGY
Regina Snedecor
MKT/571 Marketing Management
April 15, 2017
Heidi Kelley
Marketing Communication and Brand Strategy
Branding in business is the process by which goods or commodities of a company given names that can easily identify in the market. Branding is an essential thing when it comes to business; this is an active brand has a guaranteed long life; this is because will shift from the commodity itself but settle on the name. Various things attributed to a powerful brand that will ensure that the company will be able to have a product that will sell itself just by the mention of the name. This paper will come up with an efficient manner or rather strategy of setting a brand. Marketing communication, on the other hand, is defined as the plan established by the company so that it can be able to reach its desired customers. The company will have to pick as accurate communication that will help them achieve the market communication plan.
In coming up with a proper marketing plan it is fundamentally based on the objectives of the company, and there are the essential 4ps that are not to be forgotten, they are a place, promotion, price, and product. Situational analysis is used by managers in a collection of data to be able to analyze the internal and external environment to understand the capabilities of the customers and the business climate. The following are the situational analysis when coming up with a brand operational requirement to pick and analyze to be able to understand the dynamics of the environment and the expectations of the clients (Donthu, 2000).
Vision, mission, strategic objectives.
For any successful brand, the needs of the client ought to come first this is because they are the people in whom the business intends to consume the product. Therefore, the vision of any successful brand should be towards customer satisfaction and meet their needs. The objectives of a business are what firstly dictates its survival in the firm. The values and strategic goals of any business should be carried out with the thought of the client this will assist in fulfilling the desires of the customers and coming up with an effective brand.
Strength/weaknesses
For a successful brand to build a SWOT analysis should be conducted, this will be able to identify the place in which the business holds in the market. When strengths identified, the business will be able to capitalize on the power; this will be able to overshadow the weaknesses that identified when the company settled. For instance, a brand that is being set up in the clothing industry, if they had a strength of making clothes with better fabrics compared to their competitors and their weakness is that it would likely face a shortage of supply. The business n ...
6/4/2019 Print
https://content.ashford.edu/print/AUBUS620.12.1?sections=sec1.2&content=all&clientToken=facba320-3875-6b39-053e-fd4d5df2b43b&np=sec1.2 1/9
How can you apply this process to a company, product, and target market you are aware of?
1.2 The Marketing Management Process
Marketing management is a process that is intended to facilitate transactions by bringing buyers
and sellers together. Consistent with the marketing concept, the ultimate goal of the process is to
create exchanges that satisfy both company and customer.
As illustrated in Figure 1.2, the process of marketing management from the seller's perspective can
be characterized as a series of four stages of decision making: situation analysis, marketing
strategy, marketing mix decisions, and implementation and control.
Figure 1.2: Marketing management process
Each of these stages is described in greater detail in the sections that follow. Before proceeding,
however, it is important to keep two features of the model in mind. The purpose of the model is to
provide a measure of discipline to the process of marketing management to improve the quality of
managers' decisions. Its value lies in making sure that the decision maker is deliberate, thorough,
and systematic in the planning and execution of marketing strategy. An important consideration
when evaluating the model is that it is not simply a linear recipe card for decision making. It is
intended to provide an aid to assessing the goodness of fit between marketing problems and
alternative solutions. As such, it is not a substitute for thinking. The model can only be as useful,
flexible, and dynamic as the user makes it.
Stage I: Situation Analysis
In many instances, corporate, division, and business unit level goals and strategic priorities will
shape and direct the process of marketing management from the outset. Given those constraints,
the first step of the process is to undertake a thorough analysis of the current situation and
environment confronting the organization. Situation analysis is at the heart of marketing's endeavor
to identify new opportunities to satisfy unmet customer wants and needs. Opportunities typically
stem either from finding new ways to serve the needs of existing customers or uncovering new
markets for existing product or service lines. Many new opportunities incorporate elements of both
new products and new markets. Productrelated opportunities for a regional hospital, for example,
might include the addition of alternative therapies (e.g., acupuncture) or creating satellite wellness
or expresscare centers in local shopping centers and malls. The addition of a new service line in
sports medicine and rehabilitation care might be one way to reach a new segment of the market.
6/4/2019 Print
https://content.ashford.edu/print/AUBUS620.12.1?sections=sec1.2&content=all&clientToken=facba320-3875-6b39-053e-fd4d5df2b43b&np=sec1.2 2/9
CVS and many other companies are meeting shoppers'
needs conv.
11Getting Started with PhoneGapWHAT’S IN THIS CHAPTERSantosConleyha
11
Getting Started with PhoneGap
WHAT’S IN THIS CHAPTER?
! History of PhoneGap
! Di! erences between HTML5 and PhoneGap
! Getting a development environment set up
! Implementing the Derby App
PhoneGap is an open source set of tools created by Nitobi
Solution
s (now part of Adobe)
that enables you to create mobile applications for multiple devices by utilizing the same code.
PhoneGap is a hybrid mobile application framework that allows the use of HTML, CSS,
and JavaScript to write applications that are based on the open standards of the web. These
applications also have access to the native functionality of the device. PhoneGap has been
downloaded more than 600,000 times, and more than 1,000 apps built with PhoneGap are
available in the respective app stores, which makes PhoneGap a viable solution for creating
cross-platform mobile apps.
HISTORY OF PHONEGAP
PhoneGap was started at the San Francisco iPhone Dev Camp in August 2008. iOS was shaping
up to become a popular mobile platform, but the learning curve for Objective-C was more work
than many developers wanted to take on. PhoneGap originally started as a headless browser
implementation for the iPhone. Because of the popularity of HTML/CSS/JavaScript, it was a
goal that this project use technologies with which many developers where already familiar.
Based on the growing popularity of the framework, in October 2008 Nitobi added support
for Android and BlackBerry. PhoneGap was awarded the People’s Choice award at the Web2.0
Expo Launch Pad in 2009, which was the start of developers recognizing PhoneGap as a
valuable mobile development tool. PhoneGap version 0.7.2 was released in April 2009, and
was the fi rst version for which the Android and iPhone APIs were equivalent.
c11.indd 309c11.indd 309 28/07/12 6:08 PM28/07/12 6:08 PM
310 " CHAPTER 11 GETTING STARTED WITH PHONEGAP
In September 2009 Apple approved the use of the PhoneGap platform to build apps for the iPhone
store. Apple required that all PhoneGap apps be built using at least version 0.8.0 of the PhoneGap
software. In July 2011, PhoneGap released version 1.0.0.
WHY USE PHONEGAP?
PhoneGap enables you to leverage your current HTML, CSS, and JavaScript skill sets to create a mobile
application. This can greatly speed up development time. When you develop for multiple platforms
using PhoneGap, you can reuse the majority of the code you have written for the mobile project, further
reducing development costs. It isn’t necessary to learn Java, C#, and Objective-C to create an applica-
tion with PhoneGap that can target iPhone, Android, BlackBerry, and Windows Phone 7.
If you fi nd native functionality missing from PhoneGap, you can extend the functionality of the
PhoneGap platform using native code. With the PhoneGap add-in structure, you can create an add-in
using the native language of the device and a JavaScript API that will call the native plug-in you
created. Cross-platfo ...
11Proposal Part One - Part 1 Influence of Internet on TourismSantosConleyha
11
Proposal Part One - Part 1: Influence of Internet on Tourism Industry
Research Proposal: Influence of Internet on Tourism Industry
Introduction
The tourism industry has been among the best-valued sectors within the nation to generate massive revenue for the government. Besides, the industry is considered among the earliest since it started several decades ago. For an extended period, the industry uses Integrated Marketing Communications to promote their various products and services to the entire world. The introduction of technology in the industry leads to improvements in the sectors. Most individuals without extensive information on the tourism industry can access the data in their comfort zones. It implies that IT and internet technology play a significant role in ensuring effective strategy due to its existence globally.
Most European countries have tried to promote and implement internet technology in ensuring satisfactory delivery of products and services (Kayumovich, 2020). Since it has a custom within the tourism and hotel industry to provide intangible products and services, including but not limited to services alongside comfort, the internet has been an effective method of delivering its messages to the targeted customers. Also, through internet technology, the industry has achieved more customers in the global market, including the European market. The promotion of branding within the European tourism industry has been effective due to the introduction and implementation of internet technology. Thus, the internet is believed to significantly influence the tourism industry in various sectors, including but limited to infrastructure, travel, alongside the marketing sector. Before introducing the internet alongside the IT, travelling of customers was dangerous and unpleasant since travellers had constraint understanding of locations they were visiting.
As a result, the existing vacationers of time had limited knowledge of the cultures and terrain alongside the climate change and patterns necessary to stimulate the travelling issues. Therefore, tourism sectors, including but not limited to tour companies, travel agencies and other like hotels, had developed strategies necessary to promote booking and reservation processes (David-Negre et al. 2018). However, several decades ago, popular sites were visited by tourists. It implies that the tourism sectors within the local or remote area faced challenges of securing sufficient clients as people were could not define the destination. Also, shortage of information on a particular region leads to reduced travelling by visitors. The research involved the utilization of relevant literature review on the subject matter to provide factual information. Therefore, the report offers adequate information on the influence of the internet on the tourism industry. This research would give me the stage to show my finding and view and also propose how the internet can be leveraged to an extend i ...
11Social Inclusion of Deaf with Hearing CongreSantosConleyha
11
Social Inclusion of Deaf with Hearing Congregants within a Ministerial Setting Comment by Stumme, Clifford James (College Applied Studies & Acad Succ): As you review this sample student paper, please keep in mind that there are some flaws in this paper (as with any piece of writing). However, it is one of the best INDS 400 research proposals received to date, so it is an excellent reference point.
Sample Student Comment by Stumme, Clifford James (College Applied Studies & Acad Succ) [2]: Also, remember that what you are looking at is an example of the overall research proposal, not just the literature review. If you are working on your literature review, refer to the portion marked “literature review” and remember that within that literature review portion, there is a unique introduction, body paragraphs, and conclusion. The first paragraph is the introduction for the proposal as a whole, which is different from the kind of introduction you should write for the literature review itself. Also remember that while this research proposal has an abstract, you do not need one for the literature review.
Liberty University
INDS 400: Knowledge Synthesis for Professional and Personal Development
January 3, 2020
Abstract Comment by Stumme, Clifford James (College Applied Studies & Acad Succ) [2]: Notice how the abstract gives a brief overview of the elements of the research proposal without arguing or getting ahead of itself by predicting results.
Culture can influence how people interact and the level of inclusion of different cultures in a particular setting.While numerous studies have been conducted examining deaf studies and deaf culture, there is a curious lack of research that has specifically considered the level of inclusion of deaf people in evangelical hearing churches. This research proposal includes an interdisciplinary including a literature review that examines a handful of studies on interactions among deaf and hearing populations to consider challenges of hearing and deaf integration. Examining these diverse perspectives, including Catholic ministry, disability ministry and deaf culture, provides a fresh interdisciplinary perspective to approach the challenges of deaf inclusion in ministerial settings. It was found through this literature review that a gap in scholarly research exists in this area. As further research would be necessary to address this gap, the goal of this research proposal is to conduct a qualitative study for further research by petitioning deaf perspective through online interviews utilizing the social media platform of Facebook. Although a low budget would be necessary, the implications of this research would provide a platform to open community conversation to address challenges and provide ideas on integration of deaf and hearing congregants in evangelical hearing churches. Examining deaf perspectives may provide additional information for fellowship, growth and exposure to the Gospel for deaf congr ...
11Mental Health Among College StudentsTomia WillinSantosConleyha
11
Mental Health Among College Students
Tomia Willingham
Sophia Learning
Eng 215
March 14, 2021
Introduction
Going to college can be demanding for many people. In addition to managing academic insistence, many students have to cope with their families' complex separation tasks. At the same time, some of them continue to deal with a lot of many family duties. Mental health experts and advocates contend that it is an epidemic that colleges need to investigate further. Depression, anxiety disorders are some of the significant mental health issues that affect college students. The effects of suicidal ideas on university students' academic achievement have not been explored, yet mental health conditions are associated with academic achievement (De Luca et al., 2016). A novel coronavirus has worsened the situation of mental health. Even before the onset of this virus, there was concern from mental health policymakers in America because of the rising mental health challenges. They claimed a need for additional aid for struggling university students and the capability for these institutions to provide it. Regrettably, many university students with mental health conditions do not seek and receive the necessary treatment. The primary reasons for not pursuing help include thinking that the challenge will get better with time, stigma from their peers and no time to seek the treatment because of a busy schedule (Corrigan et al. 2016). Without this treatment, college students experiencing medical conditions most of the time get lower grades, drop out of college, immerse themselves into substance abuse, or become unemployed. Because these mental health conditions are invisible, they can only be seen through academic performance or social behavior change. Should universities strike a balance between mental health conditions and academics? This review will conclude that the mental health condition of university students and scholars should be balanced. Comment by Dr. Helen Doss: You need to answer this question and present the answer as the thesis at the end of this paragraph. Comment by Dr. Helen Doss: This is not a review essay—it is an argumentative or persuasive essay. Comment by Dr. Helen Doss: What does this mean—should be balanced? By what? For what? And, by whom? Comment by Dr. Helen Doss: This paragraph is too long. See: https://www.umgc.edu/current-students/learning-resources/writing-center/writing-resources/parts-of-an-essay/paragraph-structure.cfm
Effects of not Balancing Mental Health and Academics
There are consequences of not balancing mental health and academics in higher learning institutions, mainly if they do not receive any treatment. For example, if depression goes untreated, it raises the chances of risky behavior like substance abuse. The condition affects how students sleep, eat, and it also affects how students think. Also, students cannot concentrate in class, and they cannot make rational decisions. By lack of concent ...
11From Introductions to ConclusionsDrafting an EssayIn this chapSantosConleyha
11From Introductions to ConclusionsDrafting an Essay
In this chapter, we describe strategies for crafting introductions that set up your argument. We then describe the characteristics of well-formulated paragraphs that will help you build your argument. Finally, we provide you with some strategies for writing conclusions that reinforce what is new about your argument, what is at stake, and what readers should do with the knowledge you convey
DRAFTING INTRODUCTIONS
The introduction is where you set up your argument. It’s where you identify a widely held assumption, challenge that assumption, and state your thesis. Writers use a number of strategies to set up their arguments. In this section we look at five of them:
· Moving from a general topic to a specific thesis (inverted-triangle introduction)
· Introducing the topic with a story (narrative introduction)
· Beginning with a question (interrogative introduction)
· Capturing readers’ attention with something unexpected (paradoxical introduction)
· Identifying a gap in knowledge (minding-the-gap introduction)
Remember that an introduction need not be limited to a single paragraph. It may take several paragraphs to effectively set up your argument.
Keep in mind that you have to make these strategies your own. That is, we can suggest models, but you must make them work for your own argument. You must imagine your readers and what will engage them. What tone do you want to take? Playful? Serious? Formal? Urgent? The attitude you want to convey will depend on your purpose, your argument, and the needs of your audience.◼ The Inverted-Triangle Introduction
An inverted-triangle introduction, like an upside-down triangle, is broad at the top and pointed at the base. It begins with a general statement of the topic and then narrows its focus, ending with the point of the paragraph (and the triangle), the writer’s thesis. We can see this strategy at work in the following introduction from a student’s essay. The student writer (1) begins with a broad description of the problem she will address, (2) then focuses on a set of widely held but troublesome assumptions, and (3) finally, presents her thesis in response to what she sees as a pervasive problem.
The paragraph reads, “In today’s world, many believe that education’s sole purpose is to communicate information for students to store and draw on as necessary. By storing this information, students hope to perform well on tests. Good test scores assure good grades. Good grades eventually lead to acceptances into good colleges, which ultimately guarantee good jobs. Many teachers and students, convinced that education exists as a tool to secure good jobs, rely on the banking system. In her essay “Teaching to Transgress,” bell hooks defines the banking system as an “approach to learning that is rooted in the notion that all students need to do is consume information fed to them by a professor and be able to memorize and store it” (185). Through the banking s ...
11Groupthink John SmithCampbellsville UnivSantosConleyha
1
1
Groupthink
John Smith
Campbellsville University
BA611 – Organizational Theory
Dr. Jane Corbett
January 17, 2021
Definition
Groupthink is a pattern of thought characterized by self-deception, forced manufacture of consent, and conformity to group values and ethics.
Summary
Valine (2018) discussed how powerful an effect groupthink can have on community and peers. It followed two case studies about JPMorgan Chase and Wells Fargo, which explains how many sources and credentials the author has used. The focus of the article is that circumstances have occurred inside these companies which were able to affect the entire economy as well. Groupthink is usually followed by irrational thinking and decision making which completely ignores alternatives and constantly goes for the primary decision. The large difference between group and groupthink is that the group consists of members of various backgrounds and experiences, while groupthink usually has members of similar ones. Further, there is no way for groupthink to recover from bad decisions mainly because all members have a similar understanding and point of the view towards a certain topic. The illusion of invulnerability is the main characteristic related to groupthink, where teammates ignore the danger, take extreme risks, and act highly optimistic.
Discussion
Groupthink is characterized by incorrect decisions that groups make mainly due to mental efficiency, reality testing, and moral judgment. Many conditions can cause groupthink to occur, and the most frequent ones are collective rationalization, belief in inherent morality, stereotyped views of out-groups, direct pressure on dissenters, and self-censorship.
The collective rationalization explains how different warnings are against the group thinking, so and where those opinions can create a misunderstanding. Belief in inherent morality points out that members ignore the ethical and moral consequences of decisions because they believe the correctness of their cause. The stereotyped views of out-groups are the characters to create a negative feeling about opposition outside the group environment. The direct pressure on dissenters is where team leaders discuss all members that have different opinions and philosophies than the group’s commitments and agreement. Lastly, the self-censorship is where teammates keep their thoughts and opinions without expressing them to others.
The case study about the London Whale explains how JPMC, one of the largest banks in the world, has lost 6.5 billion dollars due to bad and poor investment decisions. Everything occurred in April and May of 2012, where larger trading loss happened in Chase’s Investment Office throughout the London branch. The main transaction that affected Morgan Chase was credit default swaps (CDS) and it was shown that famous trader Bruno Iksil has gathered significant CDS position in the market at that time. Following this case, the internal control has risen o ...
11Sun Coast Remediation Research Objectives, Research QueSantosConleyha
11
Sun Coast Remediation: Research Objectives, Research Questions, and Hypotheses
4
Sun Coast Remediation
Unique R. Simpkins
Southern Columbia University
Course Name Here
Instructor Name
11-2-2021
Research Objectives, Research Questions, and Hypotheses
Based on the information amassed by the former health and safety director, the organization needs to pursue safety-related programs or initiatives to ensure employees' health. It is an appropriate approach to help the firm and the employees achieve goals and inhibit costs arising from injuries and illnesses while on duty. The completion of this task will provide managers with practicable insights on the approach to enhance safety and protect the firm from losses. This task accounts for the objectives, questions, and hypotheses of the research based on the provided statement of the problem.
RO1: Explore the correlation between the size of the Particulate Matter (PM) and the health of the employee.
RQ1: Is there a correlation between the size of the Particulate Matter (PM) and the health of the employee?
Ho1: There is no statistically significant evidence connecting the size of the Particulate Matter (PM) and the health of the employee.
Ha1: There is statistically significant evidence connecting the size of the Particulate Matter (PM) and the health of the employee.
RO2: Establish whether safety training is feasible in decreasing the lost-time hours.
RQ2: Is safety training feasible in decreasing the lost-time hours?
Ho2: There is no statistically significant evidence linking safety training and reduction in lost-time hours.
Ha2: There is statistically significant evidence linking safety training and reduction in lost-time hours.
RO3: Establish the effectiveness of predicting the decibels (dB) levels before the employee placement on determining the on-site risk.
RQ3: Is predicting the decibels (dB) levels before the employee placement on determining the on site risk effective?
Ho3: There is no statistically significant relationship between predicting the decibels (dB) levels before the employee placement and effective determination of the on-site risk.
Ha3: There is a statistically significant relationship between predicting the decibels (dB) levels before the employee placement and effective determination of the on-site risk.
RO4: Establish whether the revised training program is more practicable than the initially adopted initiative.
RQ4: Is the revised training program is more practicable than the previously adopted initiative?
Ho4: There is no statistically significant proof that the new training program is more feasible than the old program.
Ha4: There is statistically significant proof that the new training program is more feasible than the old program.
RO5: Determine the blood lead levels variation before and after exposure at the end of the remediation service.
RQ5: Do the blood lead levels before and after exposure at the end of the remediation service va ...
11Me Talk Pretty One Day # By David Sedaris From his bSantosConleyha
11
Me Talk Pretty One Day # By David Sedaris
From his book Me Talk Pretty One Day
At the age of forty-one, I am returning to school and have to think of myself as
what my French textbook calls Ba true debutant.D After paying my tuition, I was issued
a student ID, which allows me a discounted entry fee at movie theaters, puppet shows,
and Festyland, a far-flung amusement park that advertises with billboards picturing a
cartoon stegosaurus sitting in a canoe and eating what appears to be a ham sandwich.
IFve moved to Paris with hopes of learning the language. My school is an easy
ten-minute walk from my apartment, and on the first day of class I arrived early,
watching as the returning students greeted one another in the school lobby. Vacations
were recounted, and questions were raised concerning mutual friends with names like
Kang and Vlatnya. Regardless of their nationalities, everyone spoke what sounded to
me like excellent French. Some accents were better than others, but the students
exhibited an ease and confidence that I found intimidating. As an added discomfort,
they were all young, attractive, and well-dressed, causing me to feel not unlike Pa Kettle
trapped backstage after a fashion show.
The first day of class was nerve-racking because I knew IFd be expected to
perform. ThatFs the way they do it here # itFs everybody into the language pool, sink or
swim. The teacher marched in, deeply tanned from a recent vacation, and proceeded to
rattle off a series of administrative announcements. IFve spent quite a few summers in
Normandy, and I took a monthlong French class before leaving New York. IFm not
completely in the dark, yet I understood only half of what this woman was saying.
BIf you have not meimslsxp or lgpdmurct by this time, then you should not be in
this room. Has everyone apzkiubjxow? Everyone? Good, we shall begin.D She spread
out her lesson plan and sighed, saying, BAll right, then, who knows the alphabet?D
It was startling because (a) I hadnFt been asked that question in a while and (b) I
realized, while laughing, that I myself did not know the alphabet. TheyFre the same
letters, but in France theyFre pronounced differently. I know the shape of the alphabet
but had no idea what it actually sounded like.
BAhh.D The teacher went to the board and sketched the letter a. BDo we have
anyone in the room whose first name commences with an ahh?D
12
Two Polish Annas raised their hands, and the teachers instructed them to present
themselves by stating their names, nationalities, occupations, and a brief list of things
they liked and disliked in this world. The first Anna hailed from an industrial town
outside of Warsaw and had front teeth the size of tombstones. She worked as a
seamstress, enjoyed quiet times with friends, and hated the mosquito.
BOh, really,D the teacher said. BHow very interesting. I thought that everyone
loved the mosquito, but here, in front of all the world, you claim to ...
11Program analysis using different perspectivesSantosConleyha
11
Program analysis using different perspectives
Student's Name
Institution
Course
Professor
Date
TABLE OF CONTENTS
Introduction……………………………………………………………………………………
Program Description/ Analysis of a Classical Liberal perspective…………………………
Program Description/ Analysis of a Radical perspective……………………………………
Program Description/ Analysis of a Conservative perspective……………………………..
Program Description/ Analysis of a Mordern Liberal perspective...………………………
Comparisons of four perspectives……………………………………………………………
Assessment and modifications of the perspectives………………………………………….
Conclusion……………………………………………………………………………………..
Introduction
Program analysis using different perspectives
In a political economy, policies and programs are essential tools that assist in understanding the ongoing struggle for equality and social justice. Although both have an underlying difference, they serve an almost similar purpose. Essentially, understanding the goal of any program or policy can be achieved by analyzing the contending perspectives (Harvey, 2020). This involves the intentional bringing of different perspectives in contrast. They help examine core economic problems or concepts from an orthodox perspective, and others criticize it from a heterodox perspective. The perspectives are essential since both the heterodox and orthodox positions can be examined and reach a consensus.
In the United States, there has been a rise in spending on prescription drugs, which has led to the introduction of a Build Better Program. One proposal is driving down the cost of prescription drugs by allowing Medicare to negotiate with drugmakers over price; starting in 2025-ten drugs (plus insulin) would be on the table the first year, growing to 20 by 2028 (The White House, 2021). Although members of Congress have accepted the proposal, there is a need to analyze it using the different contending perspectives. This paper explores the proposal using the Classical Liberal, The radical, the Conservative Perspective, and the Modern Liberal Perspective. Individuals have the right to pursue their happiness, and proponents of the different political economy perspectives should work hand-in-hand to promote human development within society.
Analysis by Perspective
The Classical Liberal
The political philosophy and ideology belonging to liberalism emphasize securing citizens' freedom by limiting government power. Today, the proponents hold various thoughts and Perspectives, one being Neo-Austrian economics (Clark, 2016). Essentially, the program's main aim is to reduce the overall cost of prescription drugs. From the Perspective of Neo-Austrians, humans are self-interested. They can act autonomously by utilizing their capacity to discover an efficient means of satisfying their desires and basic needs (Harvey, 2020). Also, the government is created by the people to protect their natural rights. At the same time, justice requires safeguarding the people's rights established by the c ...
11Factors that Affect the Teaching and Learning ProcessSantosConleyha
11
Factors that Affect the Teaching and Learning Process
Lua Shanks
Dr. Thompson
Valley State University
10-6-2021
Factors that Affect the Teaching and Learning Process
Contextual Factors
The efficacious teaching and learning processes are important in generating the desired academic outcomes for students. Such processes entail the transformation and transfer of knowledge from the educators to students. It requires a combination of different elements within the procedure, in which an instructor determines and establishes the learning goals and objectives, and designs teaching resources. Thereafter, teachers implement the learning strategy that they will utilize to impart intellectual content into students. However, learning is a cardinal factor that an educator musty take into account while overseeing the process of knowledge acquisition and retention. Many factors play an important role in shaping the process of teaching and learning. Contextual factors, for instance, are associated with a particular context and characteristic that is distinct to a specific group, community, society, and individual. Such factors may take the form of a child’s educational, community, as well as classroom settings.
Community, District, and School Factors
Armstrong School District is a major public learning institution that occupies a geographical area of approximately 437 square miles. Located in Pennsylvania, it forms one of the 500 public school districts in the state, and hosts teachers and students from diverse racial, ethnic, and ethnic backgrounds. As a consequence, the institution partners with families, community leaders, and teachers to improve students’’ capacity to acquire knowledge ahead of their graduation. The community refers to the urban or rural environment in which both the teachers and learners operate. These may include the teacher and students’ ethnic, racial political or social affiliations that affect learning or knowledge acquisition. Additionally, parents and community members play an integral role in ensuring the quality of education in schools. They for, example, collaborate with teachers and school administrators to develop the most effective ways of improving their students’ learning outcomes. Indeed, community involvement in schooling issues is potentially a rich area for innovation that has immense benefits that far exceeds its limitations. Considering that governments are constrained in offering quality education due to contextual issues such as remoteness, bureaucracy, corruption, and inefficient management, community factors are pivotal in bridging the gap between government initiatives and community needs. This helps to adjust the child’s familial obligations to family interests, thereby shifting towards ways of mobilizing a sense of community by strengthening trust and relationships between community members, parents, governments, as well as teachers and school leaders. Other important community factors that af ...
11
Criminal Justice: Racial discrimination
Student’s Name:
Institutional Affiliation:
Instructor’s Name:
Course Code:
Due Date:
Racial discrimination
Abstract
When there is justice in society, every person feels satisfied with the way legal actions are carried out in the community. Unfortunately, there are several instances of racial discrimination in the United States. Most of the racial discrimination in the United States ate directed towards black people. Although everyone is required to have equal treatment in the United States, achieving zero discrimination has always been difficult.
Understanding racial discrimination in the USA is vital as it makes it easy for one to identify ways to eliminate the criminal injustices resulting from racial discrimination. This will be essential since it will help to eliminate racial discrimination in the criminal justice system.
Introduction
When there is justice in society, every person feels satisfied with the way legal actions are carried out in society. The criminal justice community is when people are not discriminated against based on their skin color. Laws applicable are carried out uniformly such that every person is treated equally. When the laws are applied equally to every individual, it increases the trust in the criminal justice system. However, when there are biases in applying the laws, the criminal justice system becomes compromised. According to Kovera (2019), there are many disparities in the criminal justice system as black people are discriminated against by police officers based on their race. As a result, black people suffer more as compared to white people when they violate similar laws.
There is a lot of disparity in the criminal justice system of the United States. Many people suffer as a result of racial discrimination in the United States. People are discriminated against a lot in the administration of the policies. According to Donnel (2017), there is racial inequality in how criminal justice is carried out in policymaking. The criminal justice system discriminates against people based on their race. For example, police officers harass black people for minor mistakes which white people are left to walk freely even after making similar mistakes. Black people suffer because of the color of their skin.
Hypothesis/Problem Statement/Purpose Statement
Racial discrimination affects the outcomes of the criminal justice system adversely. How does racial discrimination affect the judicial criminal justice system? The study aims to identify ways in which criminal justice racial discrimination is practiced in the United States. It will also provide insights on the racial discrimination cases, which are helpful in the development of policies that can be helpful in the elimination of racial discrimination in society hence promoting equality among the citizens.
Literature Review and Definitions included in the research
According to Hinton, Henderson, and Reed (2018), there is mu ...
11Communication Plan for Manufacturing PlantStudSantosConleyha
11
Communication Plan for Manufacturing Plant
Student’s Name
Institutional Affiliation
Instructor
Course
Date
Communication Plan of a Manufacturing Plant
Background
In manufacturing companies, organization employees are at the centre of an organization. Most of them are at the front lines with the ability to change strategy into results. At the culmination of the day, the plant employees have the responsibility of ensuring that the operations are conducted smoothly, a product reaches consumers timely, and quality products are manufacture with the appropriate specifications. However, despite the primary role they play, manufacturing plants are disjointed (Adejimola, 2008). That disengagement is embodied with a hefty price which is paying a negative role in the performance of manufacturing plants just as they are being challenged to increase their efficiency and effectiveness to the company compared to previous years. To realize rapid growth around the globe, the manufacturing industry is attempting to standardize operations and continuously leverage operations. Such kind of effort needs a company to possess highly invested employees (Obiekwe, O& Eke, 2019). For this reason, natural communication naturally is primary on the path to more highly engaged and motivated employees. However, it can sometimes be challenging to plant employees due to natural challenges that accompany workplace. Some may not frequently be on Smartphone’s or emails, or they may be having various shifts to manage, and the environment may be less conducive, which makes it challenging for them to have one-on-one conversations.
Policies for Oral, Written, and Non-Verbal Communications
Interpersonal communication in a manufacturing plant is the way employees or people communication with others. It may involve a group of p-people, another person or the members of the public. In some instances, it may encompass non-verbal, written or non-verbal communication. In the manufacturing industry, when an individual is communicating with others, they need to consider the person they are talking to, the type of information they want to deliver and the most appropriate and relevant form of communication change. In some instances, such issues may be determined by the information an individual wants to communication (Obiekwe, O& Eke, 2019). At all times, it is required that the staff members remain polite, respectful to both the clients and one another. At no time should they sear, raise their voice, speak in a way belittling another.
Cultural awareness is also another essential element when communicating in a cultural plant. All individuals working in the plant need to recognize that individuals emerge from varying backgrounds and cultures, and they also accompany various attitudes, different values and beliefs (Obiekwe, O& Eke, 2019). All staffs in the plant need to exercise non-judgmental communication remain respectful and are tolerant of the differences prevalence ...
11CapitalKarl MarxPART I. COMMODITIES AND MONEYCHAPTER I. SantosConleyha
11
Capital
Karl Marx
PART I. COMMODITIES AND MONEY
CHAPTER I. COMMODITIES
Section 1. The two factors of a commodity: use-value and value (the substance of value and the magnitude of value)
The wealth of those societies in which the capitalist mode of production prevails, presents itself as “an immense accumulation of commodities,”1 its unit being a single commodity. Our investigation must therefore begin with the analysis of a commodity.
A commodity is, in the first place, an object outside us, a thing that by its properties satisfies human wants of some sort or another. The nature of such wants, whether, for instance, they spring from the stomach or from fancy, makes no difference.2 Neither are we here concerned to know how the object satisfies these wants, whether directly as means of subsistence, or indirectly as means of production.
Every useful thing, as iron, paper, &c., may be looked at from the two points of view of quality and quantity. It is an assemblage of many properties, and may therefore be of use in various ways. To discover the various uses of things is the work of history.3 So also is the establishment of socially-recognised standards of measure for the quantities of these useful objects. The diversity of these measures has its origin partly in the diverse nature of the objects to be measured, partly in convention.
The utility of a thing makes it a use-value.4 But this utility is not a thing of air. Being limited by the physical properties of the commodity, it has no existence apart from that commodity. A commodity, such as iron, corn, or a diamond, is therefore, so far as it is a material thing, a use-value, something useful. This property of a commodity is independent of the amount of labour required to appropriate its useful qualities. When treating of use-value, we always assume to be dealing with definite quantities, such as dozens of watches, yards of linen, or tons of iron. The use-values of commodities furnish the material for a special study, that of the commercial knowledge of commodities.5 Use-values become a reality only by use or consumption: they also constitute the substance of all wealth, whatever may be the social form of that wealth. In the form of society we are about to consider, they are, in addition, the material depositories of exchange-value.
Exchange-value, at first sight, presents itself as a quantitative relation, as the proportion in which values in use of one sort are exchanged for those of another sort,6 a relation constantly changing with time and place. Hence exchange-value appears to be something accidental and purely relative, and consequently an intrinsic value, i.e., an exchange-value that is inseparably connected with, inherent in commodities, seems a contradiction in terms.7 Let us consider the matter a little more closely.
A given commodity, e.g., a quarter of wheat is exchanged for x blacking, y silk, or z gold, &c.—in short, for other commodities in the most different proportions. Ins ...
1
1
Criminal Justice System
Shambri Chillis
June 11, 2022
Criminal justice system
The criminal justice system is essential to identify and prevent crimes in the community. Various functions of the criminale system now adhere to the development of technology. Modern technology helps the criminal justice system in different ways. It has made the job easier and has assisted in the prevention of crimes.
Role of criminal justice practitioners in the technology development
The Ccriminal justice practitioners are responsible for identifying and analyzing different crimes in the community. They are responsible for developing and implementing the technology in the criminal justice system because they can use it for different purposes. They can introduce the new trends in the criminal justice system like the officers can collect and gather the data through the technology. Human error can be reduced through it. The dataset can be maintained, and it is also essential for criminal justice practitioners to develop the technology to locate the criminals and track their local places through GPS. The technology cannot be developed untill the criminal officers implement it in the routine. The criminal system now has to use robots and cameras that help them get information about the criminals. The practitioners can also implement the technology by guiding the juniors to use it. The training is needed to make them understand the use of advanced technologies and to ensure that they use them in the right direction. The high-performance computer and internet systems are also essential for developing the technology, and it has been seen that the future will be bright regarding implementing technology (John S. Hollywood, 2018).
Controversial issues criminal justice policymakers face when considering an expansion in the use of DNA in criminal justice
Tthere are various controversial issues that criminal justice policymakers must consider while using DNA in the criminal justice system. The first thing that is criticized during the use of DNA is the fundamental human error, and iIt has been observed that there can be errors in the investigation, and people have to suffer. The issue in technology is also referred to as the error in using DNA because it might be possible that the results do not come correct at the first attempt. It involves several people who are not linked to the crimes but have to go for the fingerprinting tests by courts. However, DNA technology in criminal justice is highly advanced and has multiple benefits compared to disadvantages, but it has always faced significant controversy in the criminal justice system. The criminal justice system has to make sure that if DNA technology is being used, it must be error-free. The controversy has two opinions. There are two schools of thought regarding the use of DNA. One of the classes of experts thinks that DNA can be used to catch the different criminals. It is helpful in the family c ...
11American Government and Politics in a Racially DividSantosConleyha
1
1American Government
and Politics in a Racially
Divided World
chap ter
In 2016, Gov. Jack Markell signed a long-awaited resolution officially apologizing for the state’s role
in slavery. The apology for slavery illustrates the long and sometimes painful history of the United
States’ struggle with race, from the time of Thomas Jefferson, a slave owner, to President Barack
Obama, the first Black president of the United States.
01-McClain-Chap01.indd 1 11/24/16 8:34 PM
08/20/2017 - RS0000000000000000000000562545 (Anthony Ratcliff) - American
Government in Black and White
2 CHAPTER 1: AmericAn Government And Politics in A rAciAlly divided World
intro
D
ecember 6, 2015, marked the 150th anniversary of the abolish-
ment of slavery, when the U.S. Congress ratified the Thirteenth
Amendment to the Constitution. There were numerous events
recognizing the end of slavery, including an official White House event
presided over by President Obama. On February 11, 2016, Delaware
joined eight other states to formally apologize for slavery when Gover-
nor Jack Markell (D) signed the state’s joint resolution. Delaware’s reso-
lution acknowledged its participation in 226 years of
slavery first of both Native Americans and Africans in
the mid-1600s; by the close of the 1700s its entire
slave population was of African descent. The resolu-
tion also included acknowledgments that Delaware
criminalized humanitarian attempts to assist slaves
and that in later times Delaware passed and enforced
Jim Crow laws to deny the rights of African American
citizens for much of the twentieth century.1
On July 29, 2008, the U.S. House of Representa-
tives passed a nonbinding resolution, introduced and
championed by Representative Steven Cohen (D-TN),
which offered a formal apology for the government’s
participation in African American slavery and the
establishment of Jim Crow laws. The resolution said, in part, “African
Americans continue to suffer from the consequences of slavery and Jim
Crow—long after both systems were formally abolished—through
enormous damage and loss, both tangible and intangible, including the
loss of human dignity and liberty, the frustration of careers and profes-
sional lives, and the long-term loss of income and opportunity.”2
On June 18, 2009, the U.S. Senate unanimously passed a similar reso-
lution apologizing to African Americans for slavery and Jim Crow. The
Senate resolution said explicitly that the apology could not be used in
support of reparations (or compensation for past wrongs).3
The story of apologies for slavery is a complex one that highlights some of the
underlying dilemmas that face the U.S. political system—how to reconcile its stated
principles of how individuals should be treated with how the government actually
treats and has treated individuals. The apologies are intended to acknowledge the
nation’s complicity in a destructive and immoral institution, at ...
11Cancer is the uncontrollable growth of abnormal cellsSantosConleyha
1
1
Cancer is the uncontrollable growth of abnormal cells in the human body. It is defined by a malfunction in cellular mechanisms that control cell growth. Cells evade checkpoint controls and begin growing uncontrollably which resulting in an increase in abnormal cells, cancer cells. These cancer cells form a mass tissue known as a tumor. In the United States of America, cancer has been determined to be among the leading causes of mortality rates after cardiovascular conditions, where one in every four deaths is caused by cancer. The most common types of cancer include prostate cancer, lung cancer, and breast cancer. Risk factors for cancer include excess smoking, radiation exposure, genetics, and environmental pollution. Colon cancer, or colorectal cancer, affects the distal third of the large intestine, the colon, as well as the rectum, chamber in which feces is stored for elimination. Colorectal cancer is the third leading cause of death in cancer-related issues in the United States in both males and females (Beadnell et al., 2018). This essay explores the physiology and pathophysiology of colon cancer.
Polyps are tissue growths that generally look like small, flat bumps and are generally less than half an inch wide. They are generally non-cancerous growths that can develop with age on the inner wall of the colon or rectum. There are several types of polyps, such as hyperplastic. They are common and have a low risk of turning cancerous. Hyperplastic polyps found in the colon will be removed and biopsied. Pseudo polyps also referred to as inflammatory polyps, usually occur in people suffering from inflammatory bowel disease and are unlike other polyps. This type of polyp occurs due to chronic inflammation as seen in Crohn's disease and ulcerative colitis. However, a polyp cells which can turn out to be malignant. Villous adenoma or tubulovillous adenoma polyps carry a high risk of turning cancerous. They are sessile and develop flat on the tissue lining the organs. They might blend within the organ, making polyps not easily identifiable and difficult to locate for treatment. Adenomatous or tubular adenoma polyps have a high chance of being cancerous. When a polyp is found, it must be biopsied, and then will regular screenings and polyp removal will follow.
An adenocarcinoma is a cancer formed in a gland that lines an organ. This cancer impacts the epithelial cells, which are spread throughout the human body. Adenocarcinomas of the colon and rectum make up ninety-five percent of all colon cancers (Chang, 2020). Colon adenocarcinomas usually begin in the mucous lining the spread to different layers. Two subtypes of adenocarcinomas are mucinous adenocarcinoma and signet ring cells. Mucinous adenocarcinomas contain about sixty percent mucus which can cause cancer cells to spread faster and become more hostile than typical adenocarcinomas. Signet ring cell adenocarcinoma is responsible for less than one percent of all colon cancer. It is g ...
11SENSE MAKING Runze DuChee PiongBUS 700 LSantosConleyha
1
1
SENSE MAKING
Runze Du
Chee Piong
BUS 700 Leadership and Creative
Solution
s Implementation
Feb 14th 2021
SENSE MAKING
Sensemaking refers to an action or a process of making sense where meaning is given to something. Sensemaking is a process through which individuals give meaning to their collective experiences. Sensemaking is also a process of structuring the unknown by inserting stimuli into some framework kinds to enable individuals to understand or comprehend, attribute, to extrapolate and predict the meaning of something. Sensemaking is an activity that allows people to turn the ongoing complexity in the entire world into a situation that can be understood. Sensemaking Therefore, Sensemaking requires articulating the unknown because, in many cases, trying to put meaning to something strange is the only means by which one can understand it. For instance, the occurrence or the origin of COVID-19 in the entire world has been a phenomenon that has disturbed the heads of many trying to understand what it is, where it came from, who caused it, how it can be prevented and how it can be cured. In attempting to understand COVID 19, people came up with the explanations of what it is, what caused it, and that is where the scientists realized that this is a disease that is caused by a virus known as Coronavirus, since the condition merged in the year 2019, the virus was given the name coronavirus 19, and the disease it caused known as COVID 19. This is how sensemaking enables individuals to give meaning to something that can be understood easily by individuals.
The organization that I am familiar with that has experienced a current change in its operations is Starbucks. Starbucks is an American company that is known for its production and sell of coffee products. It was started in 1971 as a coffee selling company where it was majorly involved in roasting, marketing and selling coffee globally. It has more than 300 stores all over the world selling coffee. This organization has sold coffee within its stores since its initiation. However, because of the corona's onset, the management of this organization decided to change its operation to accommodate the changes in the environment depending on the restrictions imposed on businesses by the ministries of health all over the world. Starbucks company reacted to the industry changes brought about by COVID 19, where businesses were required to close their doors to enhance the measures of curbing the spread of coronavirus disease. Thus, the company embraced technology where it introduced Starbucks-pick up only stores that replaced the over 300 stores globally. The new stores required that no one could sit in as they take their coffee. Instead, everyone would be allowed only to take their orders from the store and to avoid congesting people in one place. Starbucks introduced Starbucks pick-up stores that use technology to supply coffee to customers. The business submitted a mobile app ...
119E ECUTIVE BAR AININ CEOS NE OTIATIN THEIR PAWITH EMSantosConleyha
119
E ECUTIVE BAR AININ : CEOS NE OTIATIN THEIR PA
WITH EMPLO EES OR CORPORATE E ICIENC
By Nathan Witkin
I INTRODUCTION
Rising executive pay is a significant problem that points to a structural
flaw in American corporations. This article presents a solution to that flaw
through which Chief Executive Officers (CEOs) negotiate their pay in
company resources with lower-paid employees. Exploring this solution also
unearths an explanation for capitalism s apparent drive toward inequality and
examines the historical development of corporations and trade unions in the
United States.
The problem is that managers and corporate directors will raise pay at the
top so long as that pay-setting process does not consider the pay of average-
and low-wage workers. The solution is that CEOs and other top executives
negotiate their pay in company resources with employees in a process that
determines the pay and bonuses of both sides. Microeconomic theory indicates
that confronting the tradeoffs of raising executive compensation with other
potential corporate expenditures—by negotiating this compensation with
workers from different parts of the company—will make executive
compensation more efficient.1 Also, historical analysis indicates a pattern in
which executive compensation became aligned with public interest only during
the period in which workers had significant power to negotiate their wages and
Master of Public Policy Candidate at eorgetown University s McCourt School of Public
Policy J.D., The Ohio State Moritz College of Law. The Author is an independent researcher,
originator of a variety of social innovations (co-resolution, interest group mediation, consensus
arbitration, dependent advocacy, the popular tax audit, the hostile correction, a partnership
between citizen review boards and community policing, and a two-state/one-land solution to the
Israeli-Palestinian conflict), and author of several ambitious theories (the shift in sovereignty
from land to people under international treaties, the use of impact bonds as a solution to climate
change, and resistance to the accelerating expansion of the universe as the cause of gravitation).
He is also a former solo-practitioner in criminal and family law.
1 N. RE OR MAN IW, PRINCIPLES O MICROECONOMICS ( th ed. 2012) (describing the first
principle of microeconomics as centered on trade-offs). Many basic microeconomic models
involve trade-offs between potential allocations of resources to achieve efficiency. See DAVID
BESAN O RONALD R. BRAEUTI AM, MICROECONOMICS 20 07 (5th ed. 201 ).
120 KAN. J.L. & P B. POL’Y Vol. I :1
benefits. This is not to say that the solution to executive compensation is a
return to unions, which developed as a separate organizational structure with
their own flaws and inefficiencies. Rather, a corporation that synthesizes the
inputs of all its employees will be able to maximize efficiency and
productivity, producing profits for shareholders and growth for the overall
econ ...
11CALIFORNIA MANAGEMENT REVIEW VOL. 51, NO. 4 SUMMER 2009 CMR.BERKELEY.EDU
The Emergence and
Evolution of the
Multidimensional
Organization
J. Strikwerda
J.W. Stoelhorst
“In terms of its impact, not just on economic activity, but also on human life as a
whole, the multidivisional organizational design must rank as one of the major
innovations of the last century.”—John Roberts1
T
he multidivisional, multi-unit, or M-form, is widely acknowledged
as the most successful organization form of the twentieth century.2
Firms that employ the M-form organize their activities in separate
business units and delegate control over the resources needed to
create economic value to the managers of these units. This organization form is
widespread, is central to the “theory in use” of managers, and serves as the basis
of most accounting systems. However, the organization of productive activities
in many contemporary firms violates the principle that is central to the M-form:
that business units are self-contained. The quest for synergies that has been high
on the corporate agenda since the late 1980s has resulted in the widespread
adoption of corporate account management, shared service centers, and matrix
organizations. As a result, most business units now depend at least in part on
resources that are controlled by other units. This raises fundamental questions
about the status of the M-form in contemporary firms.
Questioning the status of the M-form is not merely a theoretical fancy,
but is high on the agenda of managers as well. In this article, we report on
research that was commissioned by the Foundation for Management Stud-
ies, a Dutch organization of management executives. These practical men and
women shared a fundamental uneasiness about structuring their organizations.
On the one hand, many of them experienced problems with the M-form: high
employee costs, internal battles over resources, lack of standardization, lack of
cooperation, and loss of market opportunities. On the other hand, they did not
The Emergence and Evolution of the Multidimensional Organization
UNIVERSITY OF CALIFORNIA, BERKELEY VOL. 51, NO. 4 SUMMER 2009 CMR.BERKELEY.EDU12
see any viable alternatives to the multi-unit organization form. The need to
exploit synergies across business units was widespread, but it was unclear which
organizational designs are most appropriate to achieve this. This led to a research
project to explore the ways in which leading Dutch organizations, including
subsidiaries of foreign multinationals, have adapted the M-form to better exploit
synergies across business units.
As we expected, the results of the study vividly illustrate the fundamen-
tal tension between the need for contemporary firms to exploit synergies and
their need for clear accountability. However, an additional and unexpected
finding was that a number of firms in the study have evolved an organiza-
tional form that signals a new way of res ...
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The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
How to Make a Field invisible in Odoo 17Celine George
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June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
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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.
1. 1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
2. INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND
POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the
most promising customer base. Rather of offering a
comprehensive product line to accommodate all market groups,
some companies may choose to focus on satisfying a narrower
subset of clients who have a common business need (Supriono,
2018; Camilleri, 2017). One of the most important parts of any
marketing plan is choosing the right target market. These
procedures for making choices revolve on the time-tested
marketing strategy framework of segmentation, targeting, and
positioning (STP)]. Segmenting the market is a flexible
strategy. Markets are broken down into subsets so that a
corporation may target certain customer demographics with
tailored product and service offerings. The word "targeting"
refers to the method used to assess and choose the intended
audience. Market positioning refers to the perceived position in
the market where the company sees the product fitting (Orr et
al, 2022). Due to its importance in determining a company's
long-term performance, STP has been called "a critical
necessity in marketing strategy". This report's primary purpose
is to assess existing research on STP and to investigate the
3. field's potential usefulness for industry by contrasting and
contrasting a variety of sectors and companies.ANALYSIS OF
SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is
to do a market segmentation study. This helps you keep track of
how the strategy is being made and makes sure the plan will
work. Market segmentation is the process of dividing a market
into submarkets based on a characteristic of the market. Among
the things that make up a market are demographic trends,
segment needs, consumer preferences, and regional dynamics.
For market segments to be useful, they must be easy to find,
easy to tell apart, measurable, important, actionable, and stable.
Several academics say that companies have used a wide range of
segmentation techniques, from those that are specific to each
country to those that create groups on a global scale and then
use differences in each country to make the most money.
Differentiating segmentation strategies for a given group of
customers depends on how the group buys and how well the
brands are known in the market. This is true, according to
research (Samson, 2016; Leonidou et al., 2002). Cluster
analysis software or segmentation trees can be used to look at
the different subgroups. The next step is to decide how many
market niches the company will look into. Khan and Tasmin
(2017) say that there are three main ways to divide a market: in
a targeted, broad, or general way. Market penetration and
advertising strategies are good ways to put them in order.
Mass marketing is the practice of promoting and selling a large
number of the same product, regardless of what each customer
wants. Segment marketing takes into account that customers
have different tastes and that there are many large, different
markets. The goal of this strategy, unlike Mass Marketing, is to
go deep into the market. On the other hand, the Company
chooses which markets to focus on, so it could be seen as quite
customer-friendly. When talking about marketing, the word
"niche" refers to a specific group of people who have very
4. specific needs.
Market segmentation can be used to set up a framework that
will help a business grow by giving it a bigger piece of the
market. It's the first step in the next phase of Target Marketing,
which involves analyzing customer benefits, consumer behavior,
and so-called segments. Please use when putting this in a paper.
But one goal of STP in particular and segmentation in general is
to gain more market share. It's hard to get accurate
segmentation, and it's expensive to measure how well it works
once it's in place. Accessibility is something that needs to be
worked on its own. Some people might say that being idealistic
and going after a certain market segment comes at a price. So,
the company may end up with the wrong section, but this
shouldn't cost the business more money than the segmentation
makes.Market Targeting
Following the discovery of promising market niches, the next
step is to assess those niches and decide which ones to pursue.
It is possible to evaluate candidate targets using a set of
criteria, just as it is possible to evaluate segments using a set of
rules. It is necessary to assess the segments in addition to the
company's goals. A prospective market niche must satisfy three
criteria: it must be of a manageable size, provide room for
expansion and profit, and present little danger. On the
business's end, it's important to make sure the competition is
both manageable and consistent with the company's goals.
In addition, the examination should include additional criteria.
Companies should focus on markets where consumers are
unsatisfied and seeking for alternatives rather than those with
loyal customers or well-established competitors. Research into
target markets is inconclusive if it doesn't have access to
historical sales or customer data. It is quite unlikely that the
results of a profitability analysis conducted on the present
segment can be extrapolated to a new market segment with
radically different requirements. There needs to be more study
of the conversion rates of companies' specified segments.
Using segment-specific marketing strategies allows businesses
5. to learn more about their customers and improve their market
standing. By honing in on services, this approach will also
assist advance business economics. This causes you to dominate
your market, which may increase your ROI. The results show
that organizations are not partly successful in adopting STP
methods. Targeted marketing campaigns face additional threats
from outsiders like customers and other businesses. However,
the current technique of data collecting for market segmentation
is a more significant issue. Users are wary of providing personal
data due to concerns about privacy Market Positioning
Following the discovery of promising market niches, the next
step is to assess those niches and decide which ones to pursue.
It is possible to evaluate candidate targets using a set of
criteria, just as it is possible to evaluate segments using a set of
rules. It is necessary to assess the segments in addition to the
company's goals. A prospective market niche must satisfy three
criteria: it must be of a manageable size, provide room for
expansion and profit, and present little danger (Orr et al, 2022).
On the business's end, it's important to make sure the
competition is both manageable and consistent with the
company's goals
In addition, the examination should include additional criteria.
Companies should focus on markets where consumers are
unsatisfied and seeking for alternatives rather than those with
loyal customers or well-established competitors. Research into
target markets is inconclusive if it doesn't have access to
historical sales or customer data. It is quite unlikely that the
results of a profitability analysis conducted on the present
segment can be extrapolated to a new market segment with
radically different requirements. Additional study of the
conversion rates of certain demographic subsets in the market
sectors that include Positioning refers to how a corporation
places its goods in the minds of consumers. To create a USP, a
firm must first understand how customers feel about competing
brands in the market. This means that there has to be a set of
criteria against which the positioning strategy may be judged.
6. Offers that meet these criteria—among them, importance;
quality; originality; communication; prevention; cost-
effectiveness; and affordability and profitability—are more
likely to be taken up (Iyera et al, 2019).
Customers just have a general idea of different types of
products and the companies that provide them. There are a lot
of challenges that businesses face today, including more
competition, comparable offerings, and dysfunctional
competition. Brand positioning in these markets is more
concerned with advertising-driven image development than
sales- and operation-improvement-driven positioning.
Positioning may be a highly useful strategy for boosting brand
image in today's market, since advertising and other methods of
product popularization have nothing to do with the actual
quality of the product or the customer's experience with the
product. In the age of digital marketing on social media, with a
much wider scope and cheaper cost, positioning is much more
crucial in this activity of product popularization (Camilleri,
2017, p.69). However, one of the requirements for successful
placement is frequently linked to failure, even when all other
criteria are met. In most cases, one criteria stands out as more
important than the others. The success of positioning tactics
relies on meeting this benchmark.
Another tactic employed by businesses is to advertise a
perceived advantage over the competition and then charge more
for it. Since consumers have no idea what they are missing out
on, these schemes may be carried out with relative ease.
However, in the long term it hurts the firm and puts it at risk if
rivals provide more compelling, real, and concrete advantages
to their customers have required as a condition for. Using
segment-specific marketing strategies allows businesses to learn
more about their customers and improve their market standing.
By honing in on services, this approach will also assist advance
business economics. This causes you to dominate your market,
which may increase your ROI (Iyera, 2020). The results show
that organizations are not partly successful in adopting STP
7. methods. Targeted marketing campaigns face additional threats
from outsiders like customers and other businesses. However, a
more significant issue is the current technique of data collecting
for market segmentation. There is a concern with customers'
information privacy, and this makes them wary of providing
personal details (Blank, 2020).CASE STUDY
Vodafone
Since its founding in 1981 as a supplier of military radio
equipment, Vodafone has expanded to become the fourth largest
network provider in the United Kingdom and a Fortune 500
company. People of all ages, from teenagers to retirees, use the
internet and mobile devices for communication and
entertainment, making them all potential customers for
Vodafone. However, with the telecoms industry being so
competitive, consumers had to maximize their returns. In this
case, Vodafone was able to effectively segment its customer
base by income level, resulting in a range of plans that included
SIM cards alone, SIM cards plus subscriptions to streaming
services, and SIM cards plus phone contracts (all of which are
described in detail in (Blank, 2020).. Vodafone also understood
that giving consumers with intangible advantages like improved
coverage was essential to bolstering the company's brand image
(Quality of Service). The lack of promotional initiatives to raise
brand recognition, as well as the demand from customers for
bundled items at lower costs and superior customer service, led
to an increase in the latter (Blank, 2020).. Not only that, but
Lewis Hamilton was a Vodafone partner as well. Vodafone
worked with Lewis Hamilton to promote the launch of 5G in the
United Kingdom by drawing parallels between the technology
and the success of a famous racing driver. As a result, the
company expects to see increased revenue in 2021 thanks to the
success of its 5G and related marketing campaigns. Rocket ship
that always stays one step ahead of the competition; it will be
the UK's quickest network (Blank, 2020). As a direct
consequence of using these pricing strategies, Vodafone was
able to capture a 21.3% share of the target demographic
8. market.RECOMMENDATION
A business organization should implement an effective STP
strategy procedure. Although implementing STP marketing into
the firm could appear daunting at first, the process can be
simplified into manageable chunks. The first step in developing
a successful marketing strategy is to clearly define the target
market and then divide that market into several subsets
according to demographics like age, geography, and consumer
preferences. The next step is to pick the most promising
segments by assessing the viability of each one and the
feasibility of targeting them. Selecting the most promising
segments after doing an in-depth FTP analysis, creating a
targeting plan for that market (or markets), and determining the
most promising positioning possibilities for engaging that
market (Rahman, 2019).
Segmentation is the practice of breaking down the market into
smaller groups based on shared characteristics in order to create
more targeted and interesting advertisements. Marketers can
have more success with targeted marketing efforts if they use
audience data to zero in on a certain group of people's wants
and needs. In fact, even in established and saturated
marketplaces, an organization or company might find fresh
chances by presenting the product's unique merits to a
demographic that was previously ignored (Camilleri, 2017,
p.70).
Examining the selected niches is the next stage in finding
lucrative market openings for the company. To determine if a
market niche is worthwhile, it's important to first determine its
size. After all, there needs to be a sizable market to support
launching a campaign. In that case, it's pointless to bother. Step
two is to determine if there are distinguishing characteristics
between the groups; these will form the backbone of the STP
advertising strategy. Examine the potential from a financial
standpoint, making sure that the expected returns are higher
than the cost of the increased marketing budget (Blank, 2020).
9. Finally, users should consider whether or not the market
segment is reachable for the business and whether or not you
can effectively communicate with the target audience. Last but
not least, there is a need for the management to think about
positioning opportunities that will assist in responding to an
unfulfilled need or want in the market that a product can satisfy.
Since the business now have empirical evidence about the wants
and needs of certain subsets of the target market, the business
can tailor the product's positioning and value proposition to
appeal to those customers at just the right time. With the use of
customer segmentation models, the entrepreneur can rethink the
product's positioning and focus marketing efforts on solving the
most important issue confronting its target market (Blank,
2020). The product positioning will have far more resonance
with a segmented and focused audience, allowing the business
to more effectively differentiate the message from the
competition.
RRFERENCE
Blank, s. & Dorf, B., 2020. The Startup Owner's Manual, New
Jersey: Hoboken Wiley.
Camilleri, M. A., 2017. Market Segmentation, Targeting and
Positioning. Tourism,Hospitality & Event Management. Travel
Marketing, Tourism Economics and the Airline Product, pp. 69-
83.
Iyera, P., Davarib, A., Zolfagharian, M. & Paswand, A., 2019.
Market orientation, positioning strategy and brand performance.
Industrial Marketing Management, Volume 81, pp. 16-29. Khan,
F. & Tasmin, R., 2017. The Niche Marketing Strategy
Constructs (Elements) and Its Characteristics - A Review of the
Relevant Literature. SSRN Electronic Journal , 73(1).
Orr, A., Conti, C., Mausch, K. and Hall, A., 2022. Evidencing
what works in developing new market opportunities for GLDC
crops.
Rahman, M., 2019. ACI Logistics: Supply Chain and Marketing
Analysis of Shwapno Life.
10. image1.png
1
Assessment Brief
Module Name:
Module Code Level Credit Value Module Leader
MKTM028 7 20 Deborah Clewes
Assessment title:
Assessment Two MKTM028: STP
Weighting: 60% of Module Marks
Submission dates: Please see NILE under Assessment
Information
Feedback and
Grades due:
11. Please see NILE under Assessment Information
Please read this assessment brief in its entirety before starting
work on the Assessment Task.
The Assessment Task
This assessment has been designed to allow students the
opportunity to explore the underlying
importance and application of marketing strategy and
implementation concepts to produce
recommendations for selected organisations.
“…positioning and segmentation are distinct parts of the
strategy process and provide us with some
extremely powerful tools; but ultimately they are linked by the
central issue of focusing on satisfying
customer’s needs in ways that are superior to competitors”
(Hooley et al, 2017 p159)*.
*Hooley et al (2017) Marketing Strategy & Competitive
Positioning. 6th ed. Harlow Pearson.
By reference to academic literature evaluate, and critique, the
concepts of Segmentation,
Targeting & Positioning (STP) including a consideration of
implementation issues.
2
With supporting evidence, use appropriate examples from
12. different industries (plural) to
exemplify how different organisations (plural) have applied
STP, to demonstrate your learning
and application of this topic.
Indicate how any company could apply the concepts around
STP, making generic
recommendations for best practice.
You are required to produce a report that should have:
• a sound theoretical and conceptual perspective, containing
evidence of critical debate
with reference to appropriate academic literature (at least 10
academic journal articles)
30% of the marks
• sound examination of STP and its application in industry, with
evidence, showing
effective practical understanding 40% of the marks
• generic management recommendations 10% of the marks
• quality academic sources 10% of the marks
• Harvard referencing, report structure and presentation 10% of
the marks
Word Limits
The word limit for this assessment is 2400 words.
In accordance with the Assessment and feedback policy, where
a submission exceeds the
stipulated word limit by more than 10%, the submission will
only be marked up to and including
the additional 10%. Anything over this will not be included in
13. the final grade for the
assessment item. Where a submission is notably under the
word limit, the full submission will be
marked on the extent to which the learning objectives have been
met.
Learning Outcomes
On successful completion of this assessment, you will be able
to:
b) Select, apply and critique relevant marketing conceptual
models and frameworks, in the
appraisal and development of marketing strategies
c) Select, apply and critique relevant marketing conceptual
models and frameworks, in the
appraisal of strategic implementation issues and development of
proposed solutions
f) Produce appropriate informed decisions and recommendations
in the context of real-world
situations
Your grade will depend on the extent to which you meet these
learning outcomes in the way
relevant for this assessment. Please see the grading rubric on
NILE for further details of
the criteria against which you will be assessed.
Assessment Support
Specific support sessions for this assessment will be provided
by the module team and
notified through NILE. You can also access individual support
and guidance for your
assessments from Library and Learning Services. Visit the
Skills Hub to access this support
14. and to discover the online support also available for
assessments and academic skills.
3
Academic Integrity and Misconduct
Unless this is a group assessment, the work you produce must
be your own, with work taken
from any other source properly referenced and attributed. For
the avoidance of doubt this
means that it is an infringement of academic integrity and,
therefore, academic misconduct to
ask someone else to carry out all or some of the work for you,
whether paid or unpaid, or to
use the work of another student whether current or previously
submitted.
For further guidance on what constitutes plagiarism, contract
cheating or collusion, or any other
infringement of academic integrity, please read the University’s
Academic Integrity and
Misconduct Policy. Also useful resources to help with
understanding academic integrity are
available from UNPAC .
N.B. The penalties for academic misconduct are severe and can
include failing the
assessment, failing the module and expulsion from the
university.
Assessment Submission
To submit your work, please go to the ‘Submit your work’ area
on the NILE site and use the
15. relevant submission point to upload your report. The deadline
for this is 11.59pm (UK local
time) on the date of submission. Please note that essays and text
based reports should be
submitted as word documents and not PDFs or Mac files.
Written work submitted to TURNITIN will be subject to anti-
plagiarism detection software.
Turnitin checks student work for possible textual matches
against internet available resources
and its own proprietary database. Work
When you upload your work correctly to TURNITIN you will
receive a receipt which is your
record and proof of submission. If your assessment is not
submitted to TURNITIN, rather
than a receipt, you will see a green banner at the top of the
screen that denotes successful
submission.
N.B Work emailed directly to your tutor will not be marked.
Late submission of work
For first sits, if an item of assessment is submitted late and an
extension has not been
granted, the following will apply:
• Within one week of the original deadline – work will be
marked and returned with full
feedback, and awarded a maximum bare pass grade.
• More than one week from original deadline – grade achievable
LG (L indicating late).
For resits there are no allowances for work submitted late and it
will be treated as a non-
16. submission.
Please see the Assessment and Feedback Policy for full
information on the processes related
to assessment, grading and feedback, including anonymous
grading. You will also find the
generic grading criteria for achievement at University Grading
Criteria. Also explained there
are the meanings of the various G grades at the bottom of the
grading scale including LG
mentioned above.
4
Extensions
The University of Northampton’s general policy with regard to
extensions is to be supportive
of students who have genuine difficulties, but not against
pressures of work that could have
reasonably been anticipated.
For full details please refer to the Extensions Policy.
Extensions are only available for first sits
– they are not available for resits.
Mitigating Circumstances
For guidance on Mitigating circumstances please go to
Mitigating Circumstances where you
will find detailed guidance on the policy as well as guidance
and the form for making an
application.
17. Please note, however, that an application to defer an assessment
on the grounds of mitigating
circumstances should normally be made in advance of the
submission deadline or
examination date.
Feedback and Grades
These can be accessed through clicking on the Feedback and
Grades tab on NILE. Feedback
will be provided by a rubric with summary comments.