Contextual Approaches What is a literary approach? A literary approach is a "lens" by which we interpret literature. There are three elements in a literary exchange one might consider when making meaning from the text: the source, the text, and the receiver. Some approaches to literature focus on only the material that is contained in the text, separate from external contexts. Conversely, others believe that the text should be interpreted in the context of, for instance, the speaker's identity, the text's time period, the particular reader's experiences, and so forth. There are various approaches to literature, but below is just one to consider as you read a work. What are some contextual approaches? Contextual approaches encompass biographical, historical, and New Historical criticism.  In contrast to New Criticism, these approaches are based on the premise that important information exists outside the text.  Most readers cannot help but wonder about who wrote the text, when it was written, and the circumstances under which it was written.  Contextual criticism insists that knowing this outside information will make a reading of a text more informed.  Biographical Criticism looks for direct connections between an author’s life  and beliefs and his or her writing, although it recognizes that not all works are autobiographical.  Biographical criticism does not assume the writer recognized the connections between his/her life and the text, but the critic will. Historical Criticism (Historical Approach) looks at the way the historical context of the work itself (the time period during which it was written or which it depicts) can inform our reading of the text.  For instance, the social, cultural, economic, scientific, intellectual, military, and literary history (among others) would be considered in order to determine how what was going on at the time affected what the author wrote, whether he or she recognized it or not.  New Historicism begins with the assumption that history is not an objective reality since it, too, is no more than a "text."  That is, a New Historicist recognizes that even history is merely a “story” about the past, someone’s versions of the facts, which means history can be read as subjectively as any text.  So, on the one hand, a New Historicist would look for ways to undermine conventional views on history or historical events.  Yet the impulse behind a New Historicist reading is to discover how “knowledge” is produced at any particular time and place.  Thus, a New Historical reading would look at other texts, such as magazines and newspapers from the period, texts from other disciplines (such as architecture, psychology, criminology, etc),  and popular literature from the time.  The goal would be to expand our understanding of a text by developing a greater understanding of the cultural, sociological, political, and ideological context of the text, linking the text to the culture of its time. Cultural Criticism  looks a ...

1. Contextual Approaches
What is a literary approach?
A literary approach is a "lens" by which we interpret literature.
There are three elements in a literary exchange one might
consider when making meaning from the text: the source, the
text, and the receiver. Some approaches to literature focus on
only the material that is contained in the text, separate from
external contexts. Conversely, others believe that the text
should be interpreted in the context of, for instance, the
speaker's identity, the text's time period, the particular reader's
experiences, and so forth. There are various approaches to
literature, but below is just one to consider as you read a work.
What are some contextual approaches?
Contextual approaches encompass biographical, historical, and
New Historical criticism. In contrast to New Criticism, these
approaches are based on the premise that important information
exists outside the text. Most readers cannot help but wonder
about who wrote the text, when it was written, and the
circumstances under which it was written. Contextual criticism
insists that knowing this outside information will make a
reading of a text more informed.
Biographical Criticism looks for direct connections between an
author’s life and beliefs and his or her writing, although it
recognizes that not all works are autobiographical.
Biographical criticism does not assume the writer recognized
the connections between his/her life and the text, but the critic
will.
Historical Criticism (Historical Approach) looks at the way the
historical context of the work itself (the time period during
which it was written or which it depicts) can inform our reading
of the text. For instance, the social, cultural, economic,
scientific, intellectual, military, and literary history (among
others) would be considered in order to determine how what was
going on at the time affected what the author wrote, whether he

2. or she recognized it or not.
New Historicism begins with the assumption that history is not
an objective reality since it, too, is no more than a "text." That
is, a New Historicist recognizes that even history is merely a
“story” about the past, someone’s versions of the facts, which
means history can be read as subjectively as any text. So, on
the one hand, a New Historicist would look for ways to
undermine conventional views on history or historical events.
Yet the impulse behind a New Historicist reading is to discover
how “knowledge” is produced at any particular time and place.
Thus, a New Historical reading would look at other texts, such
as magazines and newspapers from the period, texts from other
disciplines (such as architecture, psychology, criminology,
etc), and popular literature from the time. The goal would be
to expand our understanding of a text by developing a greater
understanding of the cultural, sociological, political, and
ideological context of the text, linking the text to the culture of
its time.
Cultural Criticism looks at the ways that a specific culture
affects the text from which it derives. For example, texts
written by African-American, Native American, Asian-
American, Latino, Chicano, and authors from other non-
European cultures are often greatly influenced by the history,
language, cultures, traditions, and beliefs of the authors’
cultural heritage. Cultural criticism considers the way those
cultural influences enrich our understanding of the texts from
these cultures. For example, cultural criticism will study the
way music and art influences texts from other cultures as well
as special uses of language or emphasis on oral traditions for
those cultures with an oral tradition background. It considers
the way the history and folktales of specific cultures as well as
issues and conflicts of that culture are utilized in the literature
to convey a sense of the culture and what makes it unique.
What questions should I consider when using contextual
approaches?
· In what ways do you see the author’s life or aspects of his/her

3. life reflected in the text?
· Are there any significant moments in the author’s life which
might help you to understand the author’s written work? How
does a knowledge of the author’s life increase your
understanding of the situation depicted in the text?
· What are some of the author’s beliefs (whether in favor of
something or opposed to it) and how are they reflected in the
literature?
· Identify the historical setting of the text. How does it affect
what happens in the text?
· What other information about the time period is necessary to
understand the attitudes and beliefs depicted in the story? Are
there any ways in which the work seems to contradict attitudes
or beliefs of the time? If so, what does that suggest about the
author’s view of the situation (historically as well as textually)?
· Consider other texts of the same time period (magazines,
medical journals, popular fiction, advertisements, etc--anything
goes here) that might be related to the text or expand your
understanding of the text. How does your knowledge of the
cultural context affect your understanding of the story?
· What aspects of the text seem to be a function of the culture
from which the author comes or which is depicted in the text?
How does a knowledge of cultural beliefs, history, and
traditions inform your reading of the text?
MKT/574 v1
Strategic Marketing Plan
MKT/574 v1
Page 2 of 2
Part B: Marketing Data Analysis
(Due in Wk 4)Internal Data
Evaluate internal sources of information available to you inside
the organization and what information you will receive from
each source. Identify 3-6 sources of internal data. Insert or
remove rows as needed.

4. Source
What it Measures
Data
Potential Usage
Example: Sales data
Monthly sales by specific product
Average sales that month in US dollars for each of 10 products.
Data can be segmented by business and consumer markets.
Can be used for trend analysis, projections, and to measure
effectiveness of promotions.
Secondary Data
Evaluate secondary data sources and the specific information

5. you need from each source. Insert or remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: retail store analytics
Dollar value of sales by quarter by major product categories
Total sales of major players
Market Share Analysis
Seasonal patterns
Primary Data
Evaluate primary data needs to create and evaluate the

6. marketing plan. Insert or remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: Focus group
Product usage, motives, identify group level satisfaction,
decision process, etc.
Qualitative
Identify different reactions of market segments to product.
Identify marketing opportunities, product/service flaws and
opportunities

7. Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM
events for customer acquisition, retention, and profitability.
Insert or remove rows as needed.
CRM Touchpoint
Purpose & CRM Objective
Data
Potential Data Usage
Example: Customer profile information on website
Starts the account for visitors: name, geography, email address
(Customer acquisition)
Presale: geographic location; customer id, source of reference
Email address
Post sales: address, product purchased, quantity, price.
Track new and returning customer counts, total period
purchases by customer ID, geographic sales data. Can be used
for loyalty rewards, retention, and targeted marketing.

8. Part C: Market Strategy, Marketing Channels, Implementation,
and Monitoring
(Due in Wk 6)New Target Markets
Determine any new markets for your strategy and describe how
you will provide value to each target market.
Marketing Mix for New Target Markets
Determine adaptions for each new target market.
· Products
· Price
· Distribution
· Traditional Promotion
· Online PromotionMarketing Implementation
Create the implementation for your marketing plan. Describe
how you will organize and implement the plan, such as whether
it will be organized by market, geography, and who is
responsible for marketing decisions. Marketing Communication
Channels
Evaluate the marketing communication channels you will use to
reach selected audiences. Include Internet and traditional
communication channels to convey key messages. Describe the
advantages and disadvantages of each channel you select. Insert
or remove rows as needed.
Channel
Target Market
Advantages

9. Disadvantages
Example: Direct mail
Middle class residential
Can include coupons
Expense and low return rate for given product
Strategic Actions
Develop specific activities required to implement the marketing
plan. Identify the person or role who will be responsible for
each action, when it will be complete, and what standard or
metric indicate that the activity is complete. Insert or remove
rows as needed.
Action

10. Date for Completion
Person/Role Responsible
Standard/Metric
Example: Design flyer for direct mail campaign
1/1/2021
J. Smith, graphic designer
Approval by senior marketing team and legal
Monitoring
Develop the measurement to identify how you know you have
been successful for each strategic action. Specify the measures
to track performance against goals. Identify standard reports
from your online and traditional marketing efforts. Insert or

11. remove rows as needed.
Action
Target
Person Responsible
Inter-measurement
Example: Direct mail flyer
1100 new inquiries
Western regional manager
500 new inquiries first month of campaign
Copyright 2020 by University of Phoenix. All rights reserved.

12. Copyright 2020 by University of Phoenix. All rights reserved.
Running head: STRATEGIC MARKETING PLAN 1
STRATEGIC MARKETING PLAN 10
Strategic Marketing Plan
Aalsa Caspher
MKT 574
Strategic Marketing Plan.
New Product Idea: the new product that I am to produce for the
company is the Green drink. Green is a drink that will help the
company reduce the criticism of the company not being health
concerned. For quite a while, the company has been accused of
facilitating diabetes and feeling great pressure due to high sugar
levels in their drinks. The non-alcoholic beverage will be made
up of majorly ginger and garlic combination going less chemical
as the requirements of most health standards. The product will
come out in two versions green, zero, and green. The sugar will
be zero in the green zero, and it will also provide the
diversification the company needs in the market against the
competitors. The drink will be distributed across the globe due

13. to the growing concerns of diabetes and countries like the USA
considering health for their market. The product will be very
effective for the Coca-cola company.Part A: Environmental
Analysis and SWOT Analysis Company Description
Company for the product and Description: Cocacola is the
leading company in the beverage industry for the fastness and
the vastness to which it has covered the globe. There is a nine
over ten chance that there is a Coca-Cola product in every one
of the shops or fridges that we open. The company is licensed to
sell many non-alcoholic drinks, including waters, enhanced
waters, juices, and juice drinks, ready-to-drink teas and coffees,
and energy and sports drinks.
Vision and Mission Statement: The company's mission is to
refresh the world as the company strives to make a difference
among the community members. The company has a mission
statement of "to craft the brands and choice of drinks that
people love, to refresh them in body and spirit. And done in
ways that create a more sustainable business and better-shared
future that makes a difference in people's lives, communities,
and our planet.”
Product line description: The company deals purely with the no
alcoholic beverages with about 200 brands — from Coca-Cola,
to smart water, to Costa coffee. The drinks in the soda are very
many, including Coca-Cola, Fanta, sprite, and Stoney as the
original brands that are famously associated with the company.
Company information, such as the company's size: The company
is quite extensive, working with lots of distribution centers
across the globe. The distributors have to ensure that the
products meet the different consumers of the product around the
world. The company is diverse as it involves distributing the
product across other communities, and having over seven
hundred thousand employees and bottling partners, it aims to
conquer the world. The company believes in serving society in
the right way and not having the easy way out.Environmental
Analysis
We will look into competitive forces, economic forces, political

14. forces, Legal, Regulatory, and Ethical Issues, Technological
Forces, and social forces in the environmental analysis.
1.Competetive forces: the company is in a steep competition to
win the soft drinks and beverage industry as much PepsiCo Inc.,
Dr. Pepper Snapple Group, Inc., Unilever Group, Mondēlez
International, Inc., Groupe Danone, Kraft Foods Inc., and
Nestlé S.A. As much as the company is facing competition, the
brand makes it the most trusted product in the house.
2. Economic forces: the company has all its products
distributed worldwide using the very many distributaries across
the world. The company has created different tastes in their
products to suit their consumer’s needs. The company ensures a
good reputation with the distributors and the suppliers, ensuring
that the products move swiftly to the consumers.
3. Political forces: the company is operating in different
countries with different rules and regulations. The company
must meet all the rules that the governments give on the
products and services of the company. The company Coca-Cola
laws must subscribe to include Accounting, taxes, internal
marketing, and labor laws.
4. Legal Factors Regulatory and Ethical Issues: the company
employs all the rights related to the business and its entire
operations. All the products produced by the company are
patented to ensure that the product's originality remains with
the company. The patent rights ensure that the coca-cola
company does not have duplicates in the market, allowing the
company to enjoy the profits per the products.
5. Technological forces: the company, Coca-cola, employs a lot
of machinery to produce its products to ensure that the quality
and quantity of the products the company is offering are
maintained. The company also employs social media
technologies to ensure that it communicates with the consumers
of the products across the globe. The technology has also
allowed for maximum production that helps meet the needs of
the consumers in the world from its factories in Britain.
6. Social Forces: Coca-cola has embraced the culture of the

15. people it interacts with because over time, the products are
produced and cultured to suit the country's needs. Since
American's are becoming more health-conscious, the new
product line should and will reflect a new way of life for all.
The company is always in the research to ensure that the
company's products are of addressing health concerns.Current
Market Targets
The current target market for Coca-Cola and the new products
and services is the youth and the health clients, respectively,
who are the most significant percentage of the people in the
country, and they tend to define the future generation. Since all
the genders love the Coca-Cola products, there has not been the
need to discriminate against the consumers of the products. The
company considers all the consumers of the products a target.
Still, the youth have felt their need for leisure and
entertainment, and the Coca-Cola products provide the fitting
complement for the events. Review Of the Current Market
The company Coca-Cola is considered a global player; hence,
the more significant concern is ensuring that the company
reaches almost all the corners of the globe to find the potential
buyers of the products. The current main offices of the company
are located in Atalanta, and the partnership with the bottling
companies has allowed the company to get most of its products
across the globe to supply to every male and female irrespective
of their age. The need for soft drinks is so immense globally;
hence reaching the need is supply to them to the market.SWOT
Analysis
SWOT analysis involved strengths, weaknesses, opportunities,
and threats that Cocacola is going through. (Gurel & Tat,2017).
Strengths
a). Strong Brand Identity- the company is considered to have
one of the worldwide brands in which people in one way or the
other know of the products that are associated with the Coca-
Cola company. The company has a vast global presence,
making everyone know of the company. The logo is unique;

16. hence, the identification and embracement of the products from
the company is rapid and easy. Coca-cola products and brands
are known to touch every lifestyle and demography.
b). Company valuation- the company is one of the most valued
companies in the current market. The brand encompasses the
brand and the good will the company has immersed over time.
The high value attracts lots of attention of the market share and
allows it to compete strongly in the market. The several
branches f companies make the cost of the company plus the
profits collected to go high.
c). Extended Global outreach- Coca-cola company is located in
over two hundred countries globally, ensuring that the market
coverage is well done. The broad scope and extension extend
the brand name to new markets. The various products provided
that there is not a product that misses the need of the
consumers.
d). Dominant Market Share- coca-cola company, compared to
the other competitor like Pepsi in the industry, has the largest
market share due to its wide distribution. The company has the
products like Coke, Sprite, Diet Coke, Fanta, Limca, and Maaza
that have already covered miles in the coverage of the market
share; hence the introduction of new products becomes quite an
easy task for the company.
e). Customer loyalty- Coca-Cola enjoys a tremendous fun
follow upon their products that make selling the products easy
in the market. The dedication that comes to the effects of the
company makes it hard to compete with Coca-Cola products.
Weaknesses
a). Competition from Pepsi- the products and services of the
Pepsi company are so much a thorn in the flesh for Coca-Cola
products. The competition between Pepsi and Coca-Cola is so
steep, and the competition does not seem to come to an end any
time soon. Pepsi brings the alternative of coke to the market,
which is damaging to the demand of Coca-Cola.
b). Low diversification of the products- As the companies

17. competing with Coca-Cola are in the diversified world, Coca-
Cola is still lagging. Diversification allows for the coverage of
the diverse segments of the market, which Coca-Cola has not
much of the effort to take advantage of.
Opportunities.
a). Introduce a new product in the market and diversify its
segments- the company can innovate new products and bring
them to the need to maintain the competitive advantage. New
products like health foods and drinks will ensure that the
company gets a different avenue from collecting revenues.
b). Increase the presence in the developing countries- it is
considered that hot areas attract a massive consumption of the
soft drinks which coca-cola company can ensure they can
exploit. Most of the developing countries are located within the
tropics. The hot environment attracts excessive consumption of
the drinks to cool the body or even substitute for the lost water
from the bed.
Threats
a). The Packaging controversy –there is a consideration that the
Coca-Cola company is facing threats from the environmental
organizations for the usage of plastic bottles to packaging their
products. The plastic bottle is considered to be non-
decomposing, so they contribute to the poisoning of the
environment. The company has not employed the recycling and
renewing mechanisms for the plastics they litter the
environment with.
b). Direct and Indirect Competition- the company is always on
the lock horns with Pepsi, which has managed to provide the
market with products that serve the same need as the products
that Coca-Cola has provided. Other small companies have also
ventured into the beverage and soft drinks industry, targeting
the same market that Coca-Cola is trying to exploit. Substitute
products from Nescafe, tea, and juice make the sodas from the
Coca-Cola company not to be the only products to satisfy the

18. needs of consumers.Marketing Objectives
The marketing mix made up of the 4Ps (Product, Price, Place,
and Promotion) can be used in analyzing the objective of the
Coca-Cola company ( Thabit & Raewf,2018). The company,
Coca-Cola, aims to inform and educate the consumers of the
presence of Coca-Cola and the usage of the products the
company is offering. The company must get to the position in
which they feel like trying the company's outcomes and
transform prospects into consumers that they have been seeking
to maintain the market advantage. The company has learned to
associate itself with happiness in the market which is the key
aim of every humankind.
Ensuring that they situate themselves in the different countries
allowed the company to exploit a massive market of
approximately over two hundred countries. The uniquely
designed structuring of the strategy has allowed the company to
have extended brand coverage across the globe. The brand's
uniqueness has allowed the company to sell its products to the
consumers, with specific and unique products being associated
with the company. The products involve; Coca-Cola, Sprite,
Fanta, Diet Coke, Coca-Cola Zero, Coca-Cola Life, Coca-Cola
Light, Minute Maid, Dasani, and many more.
On the price strategy, the company has had a fixed price for its
products, reducing the exploitation of the consumers in the
market. Constant prices lessen the chances of the consumers
being so inquisitive about the quality for any variance in
increment or decrement. The company has diversified into the
social media form of advertising, which has increased the
promotion of products related to the company. Adverts make the
products of the company to be known worldwide.Written
Communication.
Creating a new product for Coca-Cola will be a necessity
because it is an opportunity the company is supposed to exploit
to reduce challenges. The product ensures that the health
concerns like carbon and sugar levels in the new product are
introduced in the different product. The new development will

19. factor in the environmental concerns to ensure that all the
products are branded to ensure that the plastic products are
returned to the company to recycle and reuse. The products
concerns for the products has been health and environment the
new product will ensure it provides for a starting ground for
addressing the consumers concern. The product will ensure that
the company maintains its status in the market to ensure the
survival and growth of the company.
References
https://www.coca-
colacompany.com/content/dam/journey/us/en/our-
company/purpose-and-vision/coca-cola-company-purpose-
summary.pdf
Gürel, E., & Tat, M. (2017). SWOT analysis: a theoretical
review. Journal of International Social Research, 10(51)
Thabit, T., & Raewf, M. (2018). The evaluation of marketing
mix elements: A case study. International Journal of Social
Sciences & Educational Studies, 4(4).
USE THIS PASSAGE FROM GLASPELL'S TRIFLES TO
COMPLETE DISCUSSION 10
COUNTY ATTORNEY: (looking around) I guess we'll go
upstairs first—and then out to the barn and around there, (to the
SHERIFF) You're convinced that there was nothing important
here—nothing that would point to any motive.
SHERIFF: Nothing here but kitchen things.
[The COUNTY ATTORNEY, after again looking around the
kitchen, opens the door of a cupboard closet. He gets up on a
chair and looks on a shelf. Pulls his hand away, sticky.]

20. COUNTY ATTORNEY: Here's a nice mess.
[The women draw nearer.]
MRS PETERS: (to the other woman) Oh, her fruit; it did freeze,
(to the LAWYER) She worried about that when it turned so
cold. She said the fire'd go out and her jars would break.
SHERIFF: Well, can you beat the women! Held for murder and
worryin' about her preserves.
COUNTY ATTORNEY: I guess before we're through she may
have something more serious than preserves to worry about.
HALE: Well, women are used to worrying over trifles.
[The two women move a little closer together.]
COUNTY ATTORNEY: (with the gallantry of a young
politician) And yet, for all their worries, what would we do
without the ladies? (the women do not unbend. He goes to the
sink, takes a dipperful of water from the pail and pouring it into
a basin, washes his hands. Starts to wipe them on the roller -
towel, turns it for a cleaner place) Dirty towels! (kicks his foot
against the pans under the sink) Not much of a housekeeper,
would you say, ladies?
MRS HALE: (stiffly) There's a great deal of work to be done on
a farm.
COUNTY ATTORNEY: To be sure. And yet (with a little bow
to her) I know there are some Dickson county farmhouses which
do not have such roller towels. (He gives it a pull to expose its
length again.)
MRS HALE: Those towels get dirty awful quick. Men's hands

21. aren't always as clean as they might be.
COUNTY ATTORNEY: Ah, loyal to your sex, I see. But you
and Mrs Wright were neighbors. I suppose you were friends,
too.
MRS HALE: (shaking her head) I've not seen much of her of
late years. I've not been in this house—it's more than a year.
COUNTY ATTORNEY: And why was that? You didn't like her?
MRS HALE: I liked her all well enough. Farmers' wives have
their hands full, Mr Henderson. And then—
COUNTY ATTORNEY: Yes—?
MRS HALE: (looking about) It never seemed a very cheerful
place.
COUNTY ATTORNEY: No—it's not cheerful. I shouldn't say
she had the homemaking instinct.
MRS HALE: Well, I don't know as Wright had, either.
COUNTY ATTORNEY: You mean that they didn't get on very
well?
MRS HALE: No, I don't mean anything. But I don't think a
place'd be any cheerfuller for John Wright's being in it.
COUNTY ATTORNEY: I'd like to talk more of that a little
later. I want to get the lay of things upstairs now. (He goes to
the left, where three steps lead to a stair door.)
SHERIFF: I suppose anything Mrs Peters does'll be all right.
She was to take in some clothes for her, you know, and a few

22. little things. We left in such a hurry yesterday.
COUNTY ATTORNEY: Yes, but I would like to see what you
take, Mrs Peters, and keep an eye out for anything that might be
of use to us.
MRS PETERS: Yes, Mr Henderson.
[The women listen to the men's steps on the stairs, then look
about the kitchen.]