MKT 4800Fall 2022Tesla Answer FormStudent Name Grad

MKT 4800 Fall 2022
Tesla: Answer Form
Student Name:
Grading Criteria
1) This assignment requires
formal business writing. Your writing tone should be
formal.
2)
All sentences must be complete. Bullet points are not
acceptable.
3) Use proper grammar.
4) You must
use your own words in your answers. Do not copy and
paste sentences from the textbook case or the assigned articles.
5) The majority of your grade will be based on correctness and
quality. Regarding quality,
an answer with fewer than four (4) lines on computer
viewing (not on smartphone viewing) will be considered as a
poor-quality answer.
Q1) Identify
key players (e.g., customer groups, supplier
companies, major organizations) that Tesla deals with in its
operation and, from the marketing perspective, describe what
Tesla exchanges with each of the key players in order to make
money in its business.

Q2) What are the three (3) strengths in Tesla’s
product strategy? [Visit
www.tesla.com to browse specifics of Tesla
car models. Your answers must be related to Tesla cars. Do not
mention non-car products, accessories, or merchandise that
Tesla sells on its website.]
Strength 1:
Strength 2:
Strength 3:
Q3) What are the (a) advantages and (b) disadvantages of
Tesla’s
distribution strategy, compared with that of
other car manufacturers (e.g., GM, Ford)?
(a)
(b)
Q4) Why has Tesla been successful with its “no-advertising”
promotion strategy in the auto industry, where typically
advertising drives consumers’ attention and actual sales?
Q5) What are the two (2)
major similarities between Tesla and Apple?
[Your answers must be
directly related to
marketing.]
Similarity 1:

Similarity 2:
Q6) What are the two (2) biggest challenges that Tesla will face
in the next 10 years? How should Tesla address those
challenges? [Your answers must be
directly related to
marketing.]
Challenge 1:
Challenge 2:
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Unit VI:

of 20
Extending
Customer Experience
and
Value
Begin
Begin
Begin
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Table of Contents

Unit Lesson
Unit Lesson
Unit Lesson
References
References
References
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Glossary
Glossary
Glossary

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Unit VI: Extending Customer Experience and Value
The Customer Experience
The relationship between the consumer and firm has continued
to become more dynamic with the continued surge of
social media, technology, and marketing strategy. Customers are
also focused on the experiential value that they
experience with products and services. This is where marketers
can start focusing on people, processes, and presence.
This makes it more challenging for marketers, as they must
create meaningful exchange in the service experience.
According to Tuten (2020), service is defined as “a transaction
in which service providers use resources such as skill and
experience to benefit customers, but in which no physical goods

are transferred from seller to buyer” (p. 318). A service is
something that cannot be seen or touched; it is intangible.
Because of this, it makes it more difficult for consumers to
make
effective decisions when reviewing multiple alternatives. A
service can be viewed as an experience, which can be a
momentary process or an episode that can range from simple to
complex.
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Although moments and episodes can both bring value to the
consumer, the ability to experience friction can still occur.
Friction occurs whenever a consumer sees depreciation in the
overall value of the experience with a brand (Tuten, 2020).
Accordingly, there are five components of friction that can
erode the experience; they include processes, technology,
knowledge, engagement, and the ecosystem (Tuten, 2020). The
goal of any brand should be to alleviate the potential for
friction as it pertains to the aforementioned components.
5 Components of Friction

Creating is the process of identifying
offers with value through collaborating
with suppliers, distributors, and
customers.
Delivering is the process of moving those
offerings to the customers in the most
valued way.
Communicating is the two-fold process of
broadly describing those offerings as well
as continuing to learn from customers.
Exchanging is the process of trading
something of value from the customer to
the seller for those offerings.
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Click to Reveal

Processes
Processes
Processes
Technology
Technology
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Technology
Knowledge
Knowledge
Knowledge
Engagement
Engagement

Engagement
Ecosystem
Ecosystem
Ecosystem
Click the terms on the left to learn more information.
Steps that are taken to achieve an end goal
A collaboration of scientific processes, techniques, and
skills that are used to produce goods and services
Using education, experience, skills, and information to
enhance the understanding of a topic or subject
Arranging a meeting to do something at a certain time and
place
When biological entities interact with their physical
environment

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Unit IV: Products, Services, and Price
Impact of People on the Marketing Mix
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People have a significant impact on the marketing mix. Their
influence can come from the perspective of employees or
customers. Employees and customers all have certain behaviors,
bias, beliefs, and attitudes that impact the marketing mix and
the
service experience. In services where high contact is exhibited,
the
employee can be seen as the representative of the brand. In a
more
traditional environment, it is important for a firm to provide the
training that is necessary for employees to bolster desirable
personality characteristics, communication skills, personal
presentation, empathetic actions, knowledge surrounding the
company, and anger management.

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Processes
With technology having a stronger presence throughout the
business
environment, it is altering the interaction of relationships in the
marketing realm.
Newer technologies have allowed for apps, automation, machine
learning, and
artificial intelligence to guide the relationship between the
product and consumer.
As processes reduce human interaction, it is likely that this will
be one of the
greatest contributors to friction between a firm and a consumer.
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One big frustration for consumers is being directed to an
automated phone line.
On a survey done by Groshek et al. (2016), it was found that
that 90% of their

1,321 customers wanted to speak with a live agent on the phone.
It is also
interesting to note that during this experience of speaking with
automated phone
lines, only 3% of users actually like using these when
interacting with a business
or firm (Groshek et al., 2016). It is important for marketers to
analyze this process
using a technique called blueprinting. Blueprinting allows an
organization to
identify friction, reduce unnecessary steps in a process, explore
more positive
opportunities, and improve the end outcomes (Tuten, 2020).
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Presence
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Firm presence has the ability to influence the marketing mix
and the elements of
intangibility. When a firm’s products or services are intangible,
it can rely on the

brand name, logo, color choices, and other possible symbols
that could give
connotative meaning (Tuten, 2020). There are also many other
cues associated
with product or service presence. These could include store
ambiance, layout of
space, signs, and artifacts. Starbucks is a very good example of
a product/service
that is able to use all of the aforementioned in promoting their
brand. Their stores
are unique throughout the world, and their iconic logo is a
global masterpiece.
Starbucks has continued to grow their presence throughout the
world by
continuing their expansion into notable countries such as Italy,
Vietnam, and
Colombia (which could be considered hypercompetitive for
retail coffeehouses).
Conclusion
It is important to understand the impact of people, processes,
and presence.
When being able to integrate these three components into a
marketing strategy, it
allows a firm to create a more desirable customer experience
when adopting a
product or service.
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References
Groshek, J., Cutino, C., & Walsh, J. (2016, April 7). Customer
service on hold: We
hate phone menus and don’t
trust virtual assistants like Siri. The Conversation.
https://theconversation.com/customer-service-on-hold-we-hate-
phone-
menus-and-dont-trust-virtual-assistants-like-siri-51017
Tuten, T. L. (2020). Principles of marketing for a digital age.
SAGE.
https://bookshelf.vitalsource.com/#/books/9781526485359
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Unit Glossary

Blueprinting
Allows an organization to identify friction, reduce unnecessary
steps in a process,
explore more positive opportunities, and improve the end
outcomes.
Service
A transaction in which service providers use resources such as
skill and experience to benefit
customers, but in which no physical goods are transferred from
seller to buyer.
Page 20 of 20
(Tuten, 2020)
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MKT 3301, Principles of Marketing 1
Course Learning Outcomes for Unit VI

Upon completion of this unit, students should be able to:
4. Develop effective marketing strategies.
4.1 Explain the importance of target market and segmentation
strategies.
8. Examine the marketing mix.
8.1 Develop a relationship between the marketing mix and firm-
specific competitive advantage.
Course/Unit
Learning Outcomes
Learning Activity
4.1
Unit Lesson
Chapter 10
Unit VI Essay
8.1
Unit Lesson
Chapter 10

Unit VI Essay
Required Unit Resources
Chapter 10: Extending Value: People, Process, and Presence in
the Customer Experience
Unit Lesson
The content for this unit is presented through the interactive
presentation below. You will see text. You may
refer back to this lesson and video as needed.
Note: Be sure to maximize your internet browser so that you can
view each lesson on a full screen, ensuring
that all content is made visible.
Unit VI: Extending Customer
Experience and Value
presentation

PDF version of the Unit VI:
Extending Customer Experience
and Value presentation
UNIT VI STUDY GUIDE
Extending Customer
Experience and Value
https://online.columbiasouthern.edu/bbcswebdav/xid-
134161219_1
134161219_1
134161219_1
134127383_1
134127383_1
134127383_1
134161219_1Course Learning Outcomes for Unit VIRequired
Unit ResourcesUnit Lesson

Part 1
Give an example of a service that you experienced recentl y.
Explain why it was superior to their competition. Based on the
service that you received, was it worth more to you (i.e., would
you have paid more in comparison to their competitors)?
Your journal entry must be at least 200 words in length. No
references or citations are necessary
Part 2Marketing Plan: Part III
In this unit, you will continue to build upon your marketing
plan for an existing company and a product or service of your
choice. For Part III, make certain to include the sections listed
below in your marketing plan.Segmenting, Targeting,
Positioning, and Differentiation
Identify the specific segmentation strategies that you will use.
Identify your target markets. Incorporate the use of specific
demographics and data in your research.Marketing Strategy
In this section, use the four Ps of marketing to specifically
explain your product, price, promotion, and place (or
distribution) strategies. Identify any specific competitive
advantages that you have for each P that you are
using.Positioning
How do you want your customer to perceive your product or
service? What benefits will you offer? What is your sales
strategy? Explain whether you will focus on business-to-
business (B2B) or business-to-consumer (B2C) markets.
Your essay must be three pages in length, not counting the title
and reference pages. All sources used must be referenced;
paraphrased and quoted material must have accompanying
citations. You must use at least two references. Adhere to APA
Style when constructing this assignment, including in-text
citations and references for all sources that are used. Please
note that no abstract is needed.Resources
The following resource(s) may help you with this assignment.

MKT 4800Fall 2022Tesla Answer FormStudent Name Grad

MKT 4800Fall 2022Tesla Answer FormStudent Name Grad

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