Strategic Planning
Unrestricted
“the managerial process of creating and
maintaining a fit between the organization’s
objectives and resources and the evolving
market opportunities”
What is strategic planning?
• Goal:
• Long-term growth and profitability
• Addresses two questions:
• What is the organization’s main activity
(currently)?
• How will it reach its goals?
Strategic planning
• A subgroup of a single business or a collection of
related businesses within the larger organization
Strategic business units
• Each SBU has:
• A unique target market
• Control over its resources
• Its own unique competitors
• A unique strategic plan
• May have its own accounting, R&D,
manufacturing, marketing
Strategic business units
Strategic alternatives - tools
Ansoff’s strategic opportunity matrix
The innovation matrix
• Yellow:
• Core Innovation
• Uses existing assets
• Ex: Tide Pods
• Orange:
• Adjacent Innovation
• Uses existing abilities in new ways
• Ex: Crest Whitestrips
• Red:
• Transformational Innovation
• New markets, new products, new businesses
• Ex: Uber/Lyft
The innovation matrix
Core Innovation
Next year’s car
Adjacent Innovation
Electric car
Transformational
Innovation
App-based taxi service
The innovation matrix
• Portfolios: SBUs will have a range of performance
in terms of growth and profitability
• This matrix organizes each SBU by their present or
future growth and market share
• Relative market share:
• The ratio between the company’s market share and the
share of the largest competitor
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Build Build or Harvest
Hold or Harvest Divest
Boston Consulting Group’s Portfolio Matrix
The General Electric Model
• Ansoff’s Matrix:
• Helps you choose between current options (the
present market and what you can currently offer)
and new options (a new market and/or new
products)
• Innovation Matrix:
• Illustrates how opportunities change as you move
away from core capabilities
• Boston Consulting Matrix:
• Helps you analyze the performance of a portfolio of
SBUs
• General Electric:
• Adds more nuance to the Boston Consulting matrix
When to use what?
• Based on the company or SBU’s strategy,
managers can now create a marketing plan
• Process of anticipating future events and determining
strategies to achieve organizational objectives in the
future
Planning
• Designing activities relating to marketing objectives and
the changing marketing environment
Marketing planning
• Written document that acts as a guidebook of
marketing activities for the marketing manager
Marketing plan
The Marketing Plan
• To provide clearly stated activities that help
employees and managers understand and work
toward common goals
• To allow the examination of the marketing
environment in conjunction with the inner
workings of the businesses
• To help marketing ma.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
To understand strategic planning, its linkage to strategic marketing and marketing management
To know how sales strategy is developed from marketing strategy
To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting
To understand purposes and the process of sales budget
A marketing plan is a document that contains information with the direct impact on the firm's marketing strategy that facilitates the alignment of decision makers.
Strict APA format 1 page and no references before 2015. Peer-reviewe.docxcpatriciarpatricia
Strict APA format 1 page and no references before 2015. Peer-reviewed only
NO PLAGIARISM (APA format)
Part 1
Chapter 12 – From the chapter reading, we learned that e-mail is a major area of focus for information governance (IG) efforts, and has become the most common business software application and the backbone of business communications today. In addition, the authors provided details to support their position by providing 2013 survey results from 2,400 corporate e-mail users from a global perspective. The results indicated that two-thirds of the respondents stated that e-mail was their favorite form of business communication which surpassed not only social media but also telephone and in-person contact.
Q1: With this detail in mind, briefly state why the e-Mail has become a critical component for IG implementation?
Part 2
2. Write on two topics 50 words discussing the above question (50 words x 2)
Note: Create a new page other than paper in the same document for two topics
.
Stress and Healthcare Workers Productivity at Lexington Medical .docxcpatriciarpatricia
Stress and Healthcare Workers Productivity at Lexington Medical Center
ABSTRACT
The research proposal aim at assessing the effect of workplace stress on workers productivity at Lexington Medical Center. The objective of the research is to assess worker productivity, the stress level among health workers, and the extent to which their productivity and performance is related to stress levels. The research survey will be a cross section and it will involve 120 participants (about 20% of the total population) and it will be conducted through convenience sampling techniques and stratified sampling. The data will be collected using questionnaire and descriptive statistical regression analysis will be used for data analysis. Before the actual data collection, there will be pilot study to determine reliability of the
research process. At this stage, the research will include expert opinion to enhance validity of the research.
This abstract did not give a background and summary of your study, and your expected outcome
Keywords:Employee productivity/ job performance, work place stress/occupational stress, doctors, nurses, medical attendant Lexington Medical Center.
Table of Contents
Why do you have a background and Statement of the Problem? The background can be covered in the statement and description of the problem.
1CHAPTER ONE
11.0INTRODUCTION
11.1 Background to the Research Problem
31.2 Statement of the Research Problem
31.3 Objectives of the Study
31.3.1General Objective
41.3.2 Specific Objectives
41.4. Research Questions
Why do you have a General and a Specific Objectives and Research Question. Please read the textbook or my powertpoint and understand it. Also my dissertation..
41.4.1 General Research Question
41.4.2 Specific Research Questions
41.5 Relevance of the Research
51.6 Organization of the Dissertation (Why disseration? Disseration is totally different from a Research Proposal
51.7. Limitations
6CHAPTER TWO
62.0 LITERATURE REVIEW
62.1 Overview
62.2 Conceptual Definitions
72.2.1 Work Place Stress
72.2.2 Employee Performance
82.3. Theoretical Literature Review
82.3.1 Employees Performance Management
82.3.2 Stress at Workplace
10Work Stress and Employees Performance
10Theories of Work Stress
10The Job Demands-Control Theory (JD-C)
11The Role Theory
11Empirical Literature Review
12Assessing Employee Performance
132.5.3 Relationship between work Stresses and Employee Performance
13Research Gap Identified
142.9 Statement of Hypotheses
15CHAPTER THREE
153.0 RESEARCH METHODOLOGY
153.1 Overview
153.2 Research Design
153.3 Study Population
153.4 Area of the Research
163.5.1 Sample Size
173.5.2 Sampling Procedure
183.6. Variables and Measurements
193.7 Methods and Instrument Used for Data Collection
193.8. Data Processing and Analysis
21CHAPTER FOUR
214.0 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
214.1 Summary
22References
CHAPTER ONE
1.0 INTRODUCTION (Omit the numbers. LOOK AT MY DISSERATION)
1.1 Background You do not need to put backgr.
More Related Content
Similar to Strategic PlanningUnrestrictedthe managerial proc.docx
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
To understand strategic planning, its linkage to strategic marketing and marketing management
To know how sales strategy is developed from marketing strategy
To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting
To understand purposes and the process of sales budget
A marketing plan is a document that contains information with the direct impact on the firm's marketing strategy that facilitates the alignment of decision makers.
Strict APA format 1 page and no references before 2015. Peer-reviewe.docxcpatriciarpatricia
Strict APA format 1 page and no references before 2015. Peer-reviewed only
NO PLAGIARISM (APA format)
Part 1
Chapter 12 – From the chapter reading, we learned that e-mail is a major area of focus for information governance (IG) efforts, and has become the most common business software application and the backbone of business communications today. In addition, the authors provided details to support their position by providing 2013 survey results from 2,400 corporate e-mail users from a global perspective. The results indicated that two-thirds of the respondents stated that e-mail was their favorite form of business communication which surpassed not only social media but also telephone and in-person contact.
Q1: With this detail in mind, briefly state why the e-Mail has become a critical component for IG implementation?
Part 2
2. Write on two topics 50 words discussing the above question (50 words x 2)
Note: Create a new page other than paper in the same document for two topics
.
Stress and Healthcare Workers Productivity at Lexington Medical .docxcpatriciarpatricia
Stress and Healthcare Workers Productivity at Lexington Medical Center
ABSTRACT
The research proposal aim at assessing the effect of workplace stress on workers productivity at Lexington Medical Center. The objective of the research is to assess worker productivity, the stress level among health workers, and the extent to which their productivity and performance is related to stress levels. The research survey will be a cross section and it will involve 120 participants (about 20% of the total population) and it will be conducted through convenience sampling techniques and stratified sampling. The data will be collected using questionnaire and descriptive statistical regression analysis will be used for data analysis. Before the actual data collection, there will be pilot study to determine reliability of the
research process. At this stage, the research will include expert opinion to enhance validity of the research.
This abstract did not give a background and summary of your study, and your expected outcome
Keywords:Employee productivity/ job performance, work place stress/occupational stress, doctors, nurses, medical attendant Lexington Medical Center.
Table of Contents
Why do you have a background and Statement of the Problem? The background can be covered in the statement and description of the problem.
1CHAPTER ONE
11.0INTRODUCTION
11.1 Background to the Research Problem
31.2 Statement of the Research Problem
31.3 Objectives of the Study
31.3.1General Objective
41.3.2 Specific Objectives
41.4. Research Questions
Why do you have a General and a Specific Objectives and Research Question. Please read the textbook or my powertpoint and understand it. Also my dissertation..
41.4.1 General Research Question
41.4.2 Specific Research Questions
41.5 Relevance of the Research
51.6 Organization of the Dissertation (Why disseration? Disseration is totally different from a Research Proposal
51.7. Limitations
6CHAPTER TWO
62.0 LITERATURE REVIEW
62.1 Overview
62.2 Conceptual Definitions
72.2.1 Work Place Stress
72.2.2 Employee Performance
82.3. Theoretical Literature Review
82.3.1 Employees Performance Management
82.3.2 Stress at Workplace
10Work Stress and Employees Performance
10Theories of Work Stress
10The Job Demands-Control Theory (JD-C)
11The Role Theory
11Empirical Literature Review
12Assessing Employee Performance
132.5.3 Relationship between work Stresses and Employee Performance
13Research Gap Identified
142.9 Statement of Hypotheses
15CHAPTER THREE
153.0 RESEARCH METHODOLOGY
153.1 Overview
153.2 Research Design
153.3 Study Population
153.4 Area of the Research
163.5.1 Sample Size
173.5.2 Sampling Procedure
183.6. Variables and Measurements
193.7 Methods and Instrument Used for Data Collection
193.8. Data Processing and Analysis
21CHAPTER FOUR
214.0 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
214.1 Summary
22References
CHAPTER ONE
1.0 INTRODUCTION (Omit the numbers. LOOK AT MY DISSERATION)
1.1 Background You do not need to put backgr.
Stress and Chronic Illness- Choose and describe chronic illness su.docxcpatriciarpatricia
Stress and Chronic Illness- Choose and describe chronic illness such as hypertension, diabetes, HIV, etc. Discuss the role of psychological stress in the development and progression of that illness.Develop two research questions that would evaluated the relationship between psychological stress and the illness you have chosen. Additionally, briefly propose a research method that could be used to test the research questions and describe why this method would be appropriate.
In APA format NO mare than 2 pages in single space.
.
Strengths
Weaknesses
Opportunities
Threats
Skills
Knowledge
Experience
Preparation
(Additional attribute)
(Additional attribute)
READING LIST TO CHOOSE TOPIC FROM:
1) Writing and Citing - Rothman, J. (2014, Feb. 20). Why is Academic Writing so Academic. New Yorker. Available at: https://www.newyorker.com/books/page-turner/why-is-academic-writing-so-academic.
2) Origins of American Politics and Polices - Wood, J. (2010, May 10). Tocqueville in America. New Yorker. Available at: https://www.smithsonianmag.com/history/inside-story-americas-19th-century-opiate-addiction180967673/.
3) Constitutional Provisions for Limited Government - Dunham, R. G., & Mauss, A. L. (1976). Waves from Watergate: evidence concerning the impact of the Watergate scandal upon political legitimacy and social control. Pacific Sociological Review, 19(4), 469-490. Available at: https://scholarlyrepository.miami.edu/cgi/viewcontent.cgi?article=1006&context=sociology.
4) Voting and Representative Government
John Jay College of Criminal Justice
- McKinley, J. & Mays, J. (2019, Oct. 24). Early Voting Stirs Anxiety in N.Y. The New York Times. Available at: https://www.nytimes.com/2019/10/24/nyregion/early-voting-nyelection.html.
5) Division of Power: Federal v. State Authority - Hammer, D., Phillips, B., & Schmidt, T. L. (2010). The intended—and unintended— consequences of healthcare reform. Healthcare Financial Management, 64(10), 50-55. Available at: https://www.researchgate.net/profile/Terry_Schmidt5/publication/47348397_The_intendedand_unintended-consequences_of_healthcare_reform/links/5512cda50cf270fd7e33781b/Theintended-and-unintended-consequences-of-healthcare-reform.pdf.
6) America’s Civil Liberties - Nelson, T. E., Clawson, R. A., & Oxley, Z. M. (1997). Media framing of a civil liberties conflict and its effect on tolerance. American Political Science Review, 91(3), 567-583. Available at: https://www.researchgate.net/profile/Thomas_Nelson6/publication/209409737_Media_Framing_ of_A_Civil_Liberties_Conflict_and_Its_Effect_on_Tolerance/links/02e7e5323276f31251000000 .pdf.
February 20th – 14th Amendment and Civil Rights - Epps, G. (2015, Dec. 10). Is Affirmative Action Finished?. The Atlantic. Available at: https://www.theatlantic.com/politics/archive/2015/12/when-can-race-be-a-college-admissionsfactor/419808/.
7) Legislative Branch and the People - O’Keefe, E. (2014, Feb. 4). Farm bill passes after three years of talks. The Washington Post. Available at: https://www.washingtonpost.com/news/post-politics/wp/2014/02/04/farm-billpasses-after-three-years-of-talks/.
February 27th – Legislative Branch and Political Parties - Everett, B., Sherman, J. & Bresnahan, J. (2013, Oct. 1). Shutdown: Congress sputters on CR. Politico. Available at: https://www.politico.com/story/2013/09/house-senate-governmentshutdown-097557.
8) Executive Branch and Domestic Policies - Guetzkow, J. (2010). Beyond deservingness: congressional d.
Strengths-based nursing (SBN) is an approach to care in which eigh.docxcpatriciarpatricia
Strengths-based nursing (SBN) is an approach to care in which eight core values which guide nursing action, thereby promoting empowerment, hope and self-efficacy. In caring for patients and families, the nurse focuses on their inner and outer strengths-that is, on what patients and families do that best helps them deal with problems and minimize deficits. SBN creating environments and experiences that better enable patients and their families to take control over their lives and health care decisions.
SBN respects a person's self-knowledge and values choice and self-determination, even though there are always limits to the choices available and a person's ability to act in her or his own interest is affected by circumstances, knowledge, and predisposition. it is as important to consider patients' deficits as it is to consider their strengths; both are essential aspects of the whole person. The current health care system is changing into a new system that focuses more on community-based and primary care with the hospitals forming the pillar of the health care system although they are not the primary service (Lind and Smith, 2008). This change has brought about a strength based nursing care which is aimed at developing an individual’s strength to encourage and help in healing. From the perspective of SBN, the nurse's role is to help patients achieve their goals in the healthiest possible way.
SBN sees the nurse's role not as deciding for others but rather as listening attentively and deeply in order to clarify, elaborate, explain, provide information, make suggestions, connect people with resources, and advocate for patients and their families so they may hear their own voices and make their voices heard. Strengths-Based Care (SBC) requires that the nurse use a process to uncover the person’s concerns, get to know the patient and members of the family as individuals, and discover their strengths in order to plan and carry out nursing care.
Nurses require strong nursing leadership to enable them practice strength-based nursing care. Strength based nursing care has a prospective of becoming a game changer in nursing and also revolutionize healthcare. In this approach the focus is redirected from shortages and crisis to use of strength of resources to deal with problems and overcome any shortcomings (Gottlieb, 2012). The medical model need not be a deficit model. The two are not mutually exclusive. Physicians can diagnose and treat problems and also have a strengths perspective and practice whole-person care.
HOLMES INSTITUTE
FACULTY OF
HIGHER EDUCATION
HS1031 Introduction to Programming – Assignment I
Assessment Details and Submission Guidelines
Trimester T1 2019
Unit Code HS1031
Unit Title Introduction to Programming
Assessment Type Individual Assignment
Assessment Title Assignment I
Purpose of the
assessment (with ULO
Mapping)
Assess student’s ability to develop algorithmic solutions to programming problems.
Strengths-to-Strategies, Curriculum Vitae, and Action PlanDue.docxcpatriciarpatricia
Strengths-to-Strategies, Curriculum Vitae, and Action Plan
Due
Mar 12 by 11:59pm
Points
150
Purpose
The purpose of this assignment is to develop (a) a leadership strength-to-strategy plan, (b) a professional curriculum vitae (CV), and (c) an action plan for leadership formation. The strengths-to-strategy plan (developed from the Week 1 interactive) formulates a plan to guide leadership development. The CV provides a record of professional and academic accomplishments. The action plan addresses gaps or developmental opportunities in the CV while applying strategies from the strength-to-strategy plan. The strengths-to-strategy plan, professional CV, and developmental action plan contribute to the student's professional development of skills and competencies relevant to the DNP-prepared nurse.
NR703 Professional CV Template (Links to an external site.)
Course Outcomes
This assignment enables the student to meet the following course outcomes:
CO3: Differentiate attributes of effective leaders and followers in influencing healthcare (PO6)
CO5: Formulate selected strategies for leadership and influence across healthcare systems (PO8)
PREPARING THE ASSIGNMENT
Follow these guidelines when completing each component of this assignment. Contact your course faculty if you have questions.
The assignment will include the following components:
Uses APA 7th edition formatting and style guide
Page numbers are required
There is no running head used
One title page
Suggested title: Strengths-to-Strategy, Curriculum Vitae, and Action Plan
Format the title page as shown in the APA Paper Template in the "Resources" tab of Canvas home page menu and as demonstrated below:
Strengths-to-Strategy, Curriculum Vitae, and Action Plan
Name
University
NR703: Applied Organizational & Leadership Concepts
March Session 2021
Turn on Grammarly.com to correct grammar and punctuation
Include an introduction and a conclusion paragraph
Use the following required level 1 headings:
Strengths-to-Strategy Plan
Professional Curriculum Vitae *(I will do this part, I will insert a Curriculum Vitae as an
appendix A
)
Action Plan for Leadership Formation
Conclusion
Introduction (10 points)
Note: Do not use “Introduction” as a heading. Place the paper’s title on the first line to match the title on the title page
Present a clear purpose statement
Introduce the sections of the paper in a mini-outline in sentence format. The mini-outline should reflect the paper's three primary sections as represented by the level 1 headings (excluding the conclusion, which is a component of all papers)
Establish the significance of the paper to you as a future DNP-prepared nurse.
Strength-to-Strategy Plan (40 points)
: Complete the Week 1 Strength-to-Strategy Plan interactive exercise located in the Explore section of Week 1 after taking the Zenger-Folkman Extraordinary Leader Assessment
Use the Strength-to-Strategy Plan interactive .
Street Sense Media uses a range of creative platforms to spotl.docxcpatriciarpatricia
Street Sense Media uses a range of creative platforms to spotlight solutions to homelessness and empower people in need.
Download the AppDonateEventsArticles ⌵NewsOpinionArtObituariesPrint ArchivesMedia Channels ⌵Film >>FIlmmakers Co-opHomelessly in LoveInterview SeriesRequest a ScreeningCommunity ForumsIllustrationPhotographyPodcast SeriesStudent SeminarsTheatre >>Staging HopeDevising HopeWriters’ GroupServices ⌵Vendor ProgramDigital Professional ProgramService Provider GuideGet Involved ⌵DonateConnectVolunteerInternSubscribeAdvertiseAbout ⌵Mission & HistoryOur Team >>VendorsArtists-in-ResidenceStaffInternsVolunteersBoard of DirectorsFinancesStreet Sense in the NewsOur Excellence in Journalism AwardsContact Us
Street Sense Media uses a range of creative platforms to spotlight solutions to homelessness and empower people in need.
Download the AppDonateEventsArticles ⌵NewsOpinionArtObituariesPrint ArchivesMedia Channels ⌵Film >>FIlmmakers Co-opHomelessly in LoveInterview SeriesRequest a ScreeningCommunity ForumsIllustrationPhotographyPodcast SeriesStudent SeminarsTheatre >>Staging HopeDevising HopeWriters’ GroupServices ⌵Vendor ProgramDigital Professional ProgramService Provider GuideGet Involved ⌵DonateConnectVolunteerInternSubscribeAdvertiseAbout ⌵Mission & HistoryOur Team >>VendorsArtists-in-ResidenceStaffInternsVolunteersBoard of DirectorsFinancesStreet Sense in the NewsOur Excellence in Journalism AwardsContact Us
Street Sense Media uses a range of creative platforms to spotlight solutions to homelessness and empower people in need.
Download the AppDonate
How an unlikely friendship led a homeless man to housing
by Jeff Gray // November 28, 2018
Reed and Anthony met by chance in 2010. Two years later, they embarked on a journey to get Anthony off the street.
Bathroom bill moving forward to full D.C. Council vote
Empower change: Join our 15th anniversary campaign News
This local librarian is serving his community by serving up food and literature
by Zachary Headings // November 29, 2018
Christopher Stewart has been reaching out to his community by standing on a street corner with free breakfast food and novels.
The first three D.C. General replacement shelters open
by Reginald Black // November 29, 2018
There is a possible revolution in the way homelessness is addressed in the nation's capital.
D.C. Superior Court ruling fights back against housing discrimination
by Samantha Caruso // November 29, 2018
Two housing groups in Washington, D.C., were penalized for refusing to accept government subsidies as payment for security deposits and monthly rent, said the Equal Rights Center, the plaintiff in this case.
A woman died from exposure near Union Station during the first hypothermia alert of the year
by Rachel Cain // November 29, 2018
Every year about 40 to 50 people die in D.C. due to exposure to cold weather.
Bathroom bill moving forward to full D.C. Council vote
by Katie Bemb // Novem.
Strengths Paper Write a 2-page paper that identifies your top 5 str.docxcpatriciarpatricia
Strengths Paper: Write a 2-page paper that identifies your top 5 strengths and how you can apply them to your current or future leadership context.
i. What are your strengths/advantages?
ii. What are your weaknesses/pitfalls?
iii. How would you address these weaknesses?
iv. How would you use your strengths in leadership?
.
Stratification and Prejudice in Current EventsThe purpose of t.docxcpatriciarpatricia
Stratification and Prejudice in Current Events
The purpose of this assignment is to explore stratification and prejudice in current events. Despite great advances towards equality between the races and genders, racial and gender discrimination, as well as class stratification remain serious social problems. To conclude this course, you will use the news media to discover current social issues with regards to race and gender.
To complete this assignment, perform the following tasks:
Using newspapers, news websites, or news magazines, select three current events (within the last six months) that reflect our studies on stratification. One event should represent racial issues, one gender issues, and one class issues. All three should demonstrate discrimination and/or stratification in American society.
Using your research, describe the current events and how they are reflective of your studies on racial, gender, and class discrimination and/or stratification.
Analyze the events and apply the lecture and text to the news articles. What theories of stratification apply? Are the current events representative of the historical trends of racial, gender, and class discrimination and or/stratification? What solutions, if any, should be applied to these current events?
In your discussion, apply your personal experiences and observations to the current events.
How do you feel that the media perpetuates discrimination and/or stratification based on race, gender, and class? Support your ideas with concepts from the text and/or appropriate outside resources.
Provide a minimum of three references and apply the correct APA standards in the format of text, citations, and references. Your paper should include a title page and reference. Your paper should be at least five pages in length, not including the title and reference pages.
Assignment 1 Grading Criteria
Selected and used research to describe three current events, one each that addresses racial, gender, and class discrimination and/or stratification.
Analyzed each current event, incorporating theories and concepts from the text, lecture, and appropriate outside resources.
Compared the current events to historical trends of racial, gender, and class discrimination and or/stratification.
Suggested possible solutions for each current event.
Applied personal experiences and observations to the current events.
Analyzed the media’s role in perpetuating discrimination and/or stratification
.
Street CodeConsider this quote from Robert Sampson and William J.docxcpatriciarpatricia
Street Code
Consider this quote from Robert Sampson and William Julius Wilson in
Toward a Theory of Race, Crime, and Urban Inequality:
Shaw and McKay (1942) argued that three structural factors -- low economic status, ethnic heterogeneity, and residential mobility -- led to the disruption of local community social organization, which in turn accounted for variations in crime and delinquency rates... Arguably the most significant aspect of Shaw and McKay's research, however, was their demonstration that high rates of delinquency persisted in certain areas over many years, regardless of population turnover. More than any other, this finding led them to reject individualistic explanations of delinquency and focus instead on the processes by which delinquent and criminal patterns of behavior were transmitted across generations in areas of social disorganization and weak social controls (1942, 1969).
This is the "macrosocial" view that Sampson and Wilson discuss, that crime cannot be attributed solely to individual-level (microsocial) factors. Thinking back over the theories we've studied this term, what society-level factors do you think affect crime? And why would such factors impact different races/ethnicities differently? Is it differences in social disorganization (Shaw & McKay)? Is it the "code of the street" (Anderson)? Limited access to legitimate coping mechanisms when faced with strain (Merton, Agnew)? Get creative!
.
Strengths and Barriers to Program Implementation As you de.docxcpatriciarpatricia
Strengths and Barriers to Program Implementation
As you design your program, it is important to anticipate potential issues related to program implementation. Careful forethought can help you to minimize unnecessary stumbling blocks during implementation.
There are strengths and barriers associated with every program. What do you see as the key factors to be aware of for your program? Brainstorm key terms such as
community, culture, environment, organization, client, bias,
and
ethics
. Give consideration to the factors you come up with
(along with those in the Learning Resources)
as you proceed with this Discussion.
To prepare:
Review the information presented in the Learning Resources. What are some of the factors (e.g., community, organization, environmental, ethical) that you consider strengths or facilitators for your program (breast cancer in African American women in the USA)?
Which ones do you think may pose a challenge for your program(breast cancer in African American women in the USA)?
How do these barriers need to be addressed in your program design?
How might the strengths be leveraged to help overcome the barriers?
By tomorrow Wednesday 01/02/19 2 pm post a minimum of 550 words essay in APA format with a minimum of 3 scholarly references from the list of required readings below.
(Also see attached file on the previous paper regarding the program on the issue of breast cancer in African American women in the USA).
Include the level one header as numbered below:
Post
a cohesive scholarly response that addresses the following:
1) Analyze two or more community, client, organization, and/or environmental forces that may facilitate your program and two or more that may pose a challenge for your program (breast cancer in African American women in the USA).
2) Propose a strategy for addressing one of the barriers as a part of your program design (breast cancer in African American women in the USA)?
3) Ask questions of your colleagues regarding how you might address the other challenge.
Required Readings
Hodges, B. C., & Videto, D. M. (2011).
Assessment and planning in health programs (2nd ed.). Sudbury, MA: Jones & Bartlett Learning.
• Chapter 4, “Program Planning: The Big Picture”
• Chapter 5, “Social Marketing, Program Planning, and Implementation”
• Chapter 8, “Identifying Strategies and Activities”
• Chapter 9, “Program Implementation"
Chapter 4
outlines the program planning steps and emphasizes the importance of including your target population and additional stakeholders in the design process.
Chapter 5
reemphasizes this focus on the target audience as the authors discuss the use of marketing principles in relation to program development and implementation.
Chapter 8
discusses the importance of utilizing strategies that are aligned with the theoretical foundations of a program and presents recommendations for developing suitable activities. I.
Strengths 1. Large Enrollment 2. Flexible class schedules1. The.docxcpatriciarpatricia
Strengths: 1. Large Enrollment 2. Flexible class schedules
1. The Apollo Group is the largest provider of higher education for adults seeking an associates’, bachelors’, or masters’ degree. The University of Phoenix has over 400,000 students enrolled in one of their many degree programs. The revenues of the Apollo Group have increased by $4.9 billion and its profits increased to $553 million since 1996. 2. The Apollo Group offers classes that are catered around the schedules of working adults. Classes are offered year round with minimal breaks between semesters. Most students take one class twice a week for five to six weeks in the evenings. Classes are also offered online for students who do not wish to participate in the traditional classroom learning environment.
Weaknesses: 1. Accreditation 2. Lack of Qualified Instructors
1. The University of Phoenix (UOP) is accredited by the Higher Learning Commission. This accreditation is sufficient in most states, but some states require other accreditations from that particular state. The Bachelors’ and Masters’ programs in business offered by UOP are not accredited by the Association to Advance Collegiate Schools of Business (AACSB). The AACSB is the most highly recognized accreditation in the industry. By not receiving this accreditation, students who receive degrees from UOP may not be considered for positions in the business industry. 2. UOP utilizes facilitators to facilitate or lead seminar style classrooms. Most classes are comprised of 10-15 students and those students are broken up into groups of 5. Most assignments are group assignments. The class facilitator leads the discussions and guides the class through the curriculum. The facilitators are the instructors for the class. UOP does not hire or employ professors with Doctoral Degrees in order to keep their labor cost down. When a college does not employ doctoral level instructors the quality of education is impaired.
Opportunities: 1. Perceived as a low quality diploma mill. 2. Lack of doctoral staff
These two opportunities for the University of Phoenix are intertwined. The degree programs at UOP are viewed as low quality diploma mills because they do not employ a large number of doctoral level instructors on their campuses. The class room curriculum is developed by the class facilitators. Those facilitators are not considered qualified in the education arena to develop such curriculums for bachelor and master level degree programs. Therefore, UOP is viewed as a for profit educational college that enrolls students in a degree program that does not equip them to handle the challenges they will face in the real world. It is a weakness, because in some states the graduates will not considered for a position in their field of study because UOP is not accredited.
Threats: 1. Competition. 2. Regulatory Issues
1. UOP faces more competition now as more public and private sector universities are now offering adult degree programs and online.
Street artist Shepard Fairey, who was graduated from the Rhode I.docxcpatriciarpatricia
Street artist Shepard Fairey, who was graduated from the Rhode Island School of Design, and the nation’s largest news wire service, The Associated Press (A.P.), sued each other over who owns the right to use and sell a well-recognized photograph image of President Obama. The A.P. claims that Fairey is profiting from a photo taken by a freelance photographer, Mannie Garcia, at the National Press Club in Washington, D.C. Fairey used the photograph as inspiration for his familiar “HOPE” poster, which became an unofficial symbol of the Obama presidential campaign.
Fairey claims that he simply used the A.P. photo “as a visual reference” and that his poster transforms the image in Garcia’s picture into a brand-new work of art with its own copyright protection.
The U.S. Copyright Code gives the creator of a photograph (or any kind of creative work, including movies, books, articles and songs) – the legal right to limit how other people can use the photo.
Background
A photograph, like any piece of creative work, becomes protected by copyright as soon as it is “fixed.” That means, as soon as the image is recorded in the photographer’s camera. The photo does not have to be registered with the U.S. Copyright Office or marked with the (c) copyright symbol to be legally protected.
When a photo is copyrighted, that means that the owner has the right to decide how other people use it. A wire service like The Associated Press makes its money by charging newspapers, magazines, broadcasters, and websites a fee to use its photographs. So, the A.P. is very protective about making sure that people are not duplicating or reselling its photos without a license and paying.
Photos are protected by copyright even when they are placed on the Web in a way that makes it very easy to duplicate them. An owner does not give up his copyright just by displaying the photo on a website.
If a person is accused of violating copyright law (“copyright infringement”), he can defend himself by proving that he made a “
fair use
.” The federal copyright law recognizes a “fair use” defense to allow people to make limited use of other people’s creative work, as long as they add some new creative value or meaning. Common examples of fair use are sampling a phrase from a popular song recording as part of a new song, or showing a brief clip from a movie to go along with a movie review.
To decide whether someone’s use of another person’s creative work is or isn’t a fair use, there are four points to consider:
Section 107 of the Copyright Act
defines fair use as follows:
[T]he fair use of a copyrighted work, including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright. In determining whether the use made of a work in any particular case is a fair use the factor.
Stream Morphology
Investigation
Manual
ENVIRONMENTAL SCIENCE
Made ADA compliant by
NetCentric Technologies using
the CommonLook® software
STREAM MORPHOLOGY
Overview
Students will construct a physical scale model of a stream system
to help understand how streams and rivers shape the solid earth
(i.e., the landscape). Students will perform several experiments
to determine streamflow properties under different conditions.
They will apply the scientific method, testing their own scenarios
regarding human impacts to river systems.
Outcomes
• Design a stream table model to analyze the different
characteristics of streamflow.
• Explain the effects of watersheds on the surrounding
environment in terms of the biology, water quality, and economic
importance of streams.
• Identify different stream features based on their geological
formation due to erosion and deposition.
• Develop an experiment to test how human actions can modify
stream morphology in ways that may, in turn, impact riparian
ecosystems.
Time Requirements
Preparation ...................................................................... 5 minutes,
then let sit overnight
Activity 1: Creating a Stream Table ................................ 60 minutes
Activity 2: Scientific Method: Modeling Human Impacts
on Stream Ecosystems .................................. 45 minutes
2 Carolina Distance Learning
Key
Personal protective
equipment
(PPE)
goggles gloves apron
follow
link to
video
photograph
results and
submit
stopwatch
required
warning corrosion flammable toxic environment health hazard
Key
Personal protective
equipment
(PPE)
goggles gloves apron
follow
link to
video
photograph
results and
submit
stopwatch
required
warning corrosion flammable toxic environment health hazard
Table of Contents
2 Overview
2 Outcomes
2 Time Requirements
3 Background
9 Materials
10 Safety
10 Preparation
10 Activity 1
12 Activity 2
13 Submission
13 Disposal and Cleanup
14 Lab Worksheet
18 Lab Questions
Background
A watershed is an area of land that drains
any form of precipitation into the earth’s water
bodies (see Figure 1). The entire land area that
forms this connection of atmospheric water to
the water on Earth, whether it is rain flowing into
a lake or snow soaking into the groundwater, is
considered a watershed.
Water covers approximately 70% of the earth’s
surface. However, about two-thirds of all water
is impaired to some degree, with less than
1% being accessible, consumable freshwater.
Keeping watersheds pristine is the leading
method for providing clean drinking water to
communities, and it is a high priority worldwide.
However, with increased development and
people flocking toward waterfront regions to live,
downstream communities are becoming increas-
ingly polluted every day.
From small streams to large rivers (hereafter .
STRATEGYLeadershipLighting a fire under theniWhy urgen.docxcpatriciarpatricia
STRATEGY
Leadership
Lighting a fire under theni
Why urgency—not panic—is the key
to getting ahead in a recession
John Kotter got an enviable—if
unintentional—endorsement when
then-candidiitc liarack Obama began
inserting the phrase it sense ofurgeney
into his comments about the economy.
A Sense ofUrgeney (Harvard Business
Press, 2008) is the title of Kotter s
latest book on fostering change in
organizations—a subject the Harvard
Business School professor has owned
since publishing the seminal Leading
Change, in 1996.
Kotter believes there arc two kinds
of urgency—and, like cholesterol, one
is good and one is bad. The good kind
is characterized by constant scrutiny of
external promise and peril. It involves
relentless focus on doing only those
things that move the business forward in
the marketplace and on doing them right
now, if not sooner. 'I'he bad kind—to
which many companies have recently
succumbed^—is panic driven and charac-
terized by breathless activity that winds
up prodticing nothing demonstrably new,
Kotter advises leaders to stamp out
the bad urgency, which demoralizes and
drains people, and use the^—tiare we say
it?—opportunity of the economic crisis
to remake their organizations with a lean
and hungry look. And he encourages
them to sustain that newfound urgency
even when flush times return. Editor-at-
large I.eigh Fiuchanan spoke with Kotter
about his urgent call to urgency.
Samue! Johnson said nothing focuses
the mind like a hanging. Has that
happened with the recession? Has
it focused the minds of company
leaders and created the sense of
urgency you advocate?
1
Relentless Leadership guru John Kotter, author of 4 Sense oí Urgency,
says you should be doing something right now, today this very moment,
to move your company forward.
I wish that it had. Many companies
probably think they're responding with
urgency, and there are certainly a lot ot
people running aroujid tr)ing to come up
with solutions. But most ofthat activity is
going to be ineffectual, because it is driven
by a fear of losing. It's not that gut-level
determination to win and to make abso-
lutely sure that they do something every
single day to keep pushing that goal
forward. That's true urgency.
How can you distinguish good urgency
fronn bad urgency?
There are lots of signs of false urgency.
Frenetic activity. Everyone is exhausted,
working 14-hour days. One red flag is
how difficult it is to schedule a meeting.
With true urgency, people leave lots of
white space on their calendars, because
they recognize that the important
stuft^—the stuff they need to deal with
immediately—is going to happen. If
8 6 . I N C SEPTEMBER 2009 PHOTOGRAPH BY ADAM AMENGUAL
STRATEGY
you're overbooked, you can't manage
pressing problems or even recognize
they're pressing until tot) late.
People think that in urgent situations,
they're expected to take on Enore and
more. They're worried about keeping
their jobs, so they try to demonstrate
their value hy being incredihh' b.
STRATEGIESWhat can I do with this majorAREAS EMPLOYER.docxcpatriciarpatricia
STRATEGIES
What can I do with this major?
AREAS EMPLOYERS
CRIMINAL JUSTICE
SOCIAL SERVICES
Corrections
Counseling
Juvenile Justice
Casework
Administration
Probations & Parole
Victim Advocacy
State and federal correction facilities
County jails
Precinct station houses
Prison camps
Youth correction facilities
Medium-security correction facilities
Voluntary correction facilities
Halfway houses and pre-release programs
Reintegration programs
Alternative schools
Juvenile detention centers
Juvenile group homes
Women’s and family shelters
Domestic violence agencies
Immigration and naturalization services
Other nonprofit organizations
Seek courses or training in topics such as
victimology, social problems, diversity issues, or
grieving.
Supplement curriculum with courses in psychology,
sociology, or social work.
Gain experience working with a juvenile population in
any capacity (i.e., sports teams, summer camp
counselor, parks and recreation programs, and
community/religious youth groups).
Gain related experience in employment interviewing,
social casework, substance abuse, and
rehabilitation.
Learn to work well with people of diverse backgrounds.
Consider learning a second language.
Maintain a blemish-free driving and criminal record.
Gain firearms and self-defense training.
Earn a master’s degree in social work or counseling
for therapy positions.
Obtain a masters degree in criminal justice or
business for upper-level positions in facilities
management or administration.
JUDICIARY AND LAW
Court Reporting
Legal Assistance
Legal Research
Administration
Local, state, and federal courts
Law firms
Corporate legal departments
Public interest law organizations
Consider a double major or minor in the social
sciences such as psychology, anthropology,
sociology, or political science.
Attend a postsecondary vocational or technical college
that offers court reporting or paralegal certification
programs.
Obtain a law degree from a law school accredited by
the American Bar Association (ABA).
Learn to use software packages such as CD-ROM
research databases.
Develop strong research, computer, and writing skills.
Maintain a high grade point average to gain admittance
to law school.
Participate in mock trial groups.
STRATEGIESEMPLOYERSAREAS
(Criminal Justice, Page 2)
LAW ENFORCEMENT
Patrolling
Investigating
Forensics
Probation
Security
City/County Government Organizations including:
Police departments
Correction facilities
County sheriff departments
Liquor Control Commission
State Government Organizations including:
State troopers
Crime labs
Penitentiaries
Federal Government Organizations including:
U.S. Customs and Border Protection
Federal Bureau of Investigations (FBI)
Internal Revenue Service (IRS)
Drug Enforcement Agency (DEA)
Central Intelligence Agency (CIA)
Department of Homeland Security
Postal Service
Federal Marshals
Wildlife, Fisheries, and Parks
United States Department of Agriculture (USDA)
National Parks Service
Crime lab.
Strategies for ChangeWeek 7 The Hard Side of Change Management.docxcpatriciarpatricia
Strategies for Change
Week 7: "The Hard Side of Change Management"
Change is a challenge. This isn’t news. We focus on all the elements that may stand in our way such as human resistance, poor leadership, or lack of motivation. But sometimes we get so wrapped up in these soft elements of change that we overlook the nuts and bolts, the hard elements that are important to making change successful.
Initial Post Instructions
After reading “The Hard Side of Change Management” this week, it will be fruitful to explore additional theories of change management. To prepare for the discussion forum this week, conduct some research on other theories: complexity theory; Kurt Lewin's Force Field Analysis (Unfreeze, Change, Freezing); Morgan's
Images of Organization
or related articles.
Compare and contrast these models with Kotter's
8 Steps to Change
. At this point, refrain from personal opinion - focus on an objective analysis of the theories themselves.
Follow Up Posts, 75-150 words minimum
After your initial post, read over the items posted by your peers and your instructor. Select at least two different posts, and address the following items in your responses:
i. Did your peer’s assessment of the different theories offer new insights to you?
ii. What questions remain in your mind after reading their analyses of these change model? Invite further conversation about these theories.
Patricia McCarthy
Kurt Lewin’s Force Field Analysis involved three steps, unfreezing, moving and refreezing. Lewin’s three concepts considered the ideas of shaping and incorporating a way to deal with the investigating, comprehension and achieving change at the organizational and societal level. The unfreezing stage was based on that the balance should be destabilized (unfrozen) before old conduct can be disposed of (unlearned) and new conduct effectively embraced. Under the moving stage one should try to consider every one of the powers at work and distinguish and assess, on a testing premise, all the accessible alternatives. In the final stage refreezing new conduct must be, somewhat, compatible with the remainder of the conduct, character and condition of the person or it will just prompt another round of disconfirmation.
Morgan’s tactic was based on the principle that organization concepts depended on the understanding of images of the organization. Metaphors can be viewed as ideas which can support the understanding of an organization. Morgan’s ideas “metaphors” are a machine, an organism, an information processor (brain), a culture, a political system, a psychic prison, a flux and transformation, an instrument of domination. Morgan’s metaphors have filled in as methods for translating hierarchical issues, as beginning stages for research, and as edges for characterizing writing in the field. The metaphors also include various theories and means of making sense of organizations while some scholars see them as a tool to analyze and.
StrategicCompetitive PositionApple Inc. is known for its state-of.docxcpatriciarpatricia
Strategic/Competitive Position
Apple Inc. is known for its state-of-the-art designs for products such as the iPhone, but most are unaware that Apple has used technology to streamline its supply chain management and operational systems to provide competitive pricing. This use of technology has allowed the company to under price its competitors and yet maintain a 25 percent margin on their products. The use of IT has provided Apple with a strategic and competitive position which most of their competitors find difficult to match or exceed.
Using your company or a real-world example from your research, analyze how information systems affect the firm’s strategic and competitive position.
Using the assigned readings and the Argosy University online library resources, explain how information technology:
Impacts competitive rivalry, such as pricing, promotion, and distribution
Enables or dissuades new entrants
Enables customers to achieve greater bargaining power
Enables suppliers to gain more bargaining power
Gives rise to substitute products or services that threaten the existing market
Give reasons and examples from your research to support your responses.
Write your initial response in approximately 300 words. Apply APA standards to citation of sources.
By
Saturday, July 26, 2014
, post your response to the appropriate
Discussion Area
. Through
Wednesday, July 30, 2014
, review and comment on at least two peers’ responses. Consider the following:
Respond to at least two points they have made regarding competitive strategies.
Assignment 1 Grading Criteria
Maximum Points
Initial response:
Was insightful, original, accurate, and timely.
Was substantive and demonstrated advanced understanding of concepts.
Compiled/synthesized theories and concepts drawn from a variety of sources to support statements and conclusions.
16
Discussion response and participation:
Responded to a minimum of two peers in a timely manner.
Included research in the response.
Asked challenging questions that promoted the discussion.
Drew relationships between one or more points in the discussion.
16
Writing:
Wrote in a clear, concise, formal, and organized manner.
Responses were error free.
Information from sources, where applicable, was paraphrased appropriately and accurately cited.
8
Total:
40
.
Strategies for Negotiation & Conflict Resolution Dr. Janice Ba.docxcpatriciarpatricia
Strategies for Negotiation & Conflict Resolution
Dr. Janice Barrett
Notes onCrisis Management and Conflict Resolution
Defining a crisis: An event that brings, or has the potential for bringing, an organization and its leaders into disrepute and imperil the organization’s future profitability, reputation, growth and possibly its very survival.
Financial measures of a crisis: bankruptcy, drop in sales, boycotts, loss of valuable employees etc.
Tarnished reputation results: the erosion of a company’s reputation in the eyes of its many stakeholders and the general public --- the worth of an entire organization can be endangered as a consequence.
Characteristics of a crisis:
Suddenness
Uncertainty
Time compression
The seven types of crises:
1. nature (natural disasters such as earthquakes, hurricanes, floods)
2. technology (oil spills, nuclear reactor accidents)
3. confrontation (equal rights, strikes)
4. malevolence (terrorists, disinformation)
5. skewed values (fraud, cheating, embezzlement)
6. deception (withholding information, lying, deceptive products)
7. misconduct (illegal or criminal acts).
Essentials of a contingency plan: Contingency planning involves formulating responses to crises before they occur. The essentials of a contingency plan include: anticipating what might happen, searching for preventative and preparatory measures, and drafting appropriate responses to those situations most likely to occur or whose impact is greatest.
Other, more specific elements are: Identify all potential contingencies and areas of vulnerability, examine specific vulnerabilities, review general vulnerabilities based on the organization’s “public nature”, establish crisis thresholds and assign crisis alert responsibilities, organize and train a crisis management team and establish a crisis communications center, Obtain advanced approvals for contingency plan measures, list and prioritize publics that must be informed, prepare a crisis media list and background press materials, and designate and train spokespersons.
The most important tasks are: Identifying risks, ranking those risks in a matrix based on relative impact as compared to probability of occurrence, and finally creating plans to eliminate or mitigate the impact of the most impactful and highest probable incidents. Every crisis cannot be planned for; there are simply not enough resources to do so. However, high impact, and high probability risks can be eliminated, or at least mitigated by proper planning and management.
The essentials of a contingency plan include: anticipating what might happen, searching for preventative and preparatory measures, and drafting appropriate responses to those situations most likely to occur or whose impact is greatest. Other, more specific elements are: Identify all potential contingencies and areas of vulnerability, examine specific vulnerabilities, review general vulnerabilities based on the organization’s “public nature”, establ.
Strategic Review2015-2020Prepared by XYZ Consultants.docxcpatriciarpatricia
Strategic Review
2015-2020
Prepared by XYZ Consultants
Version 1.0
20 September 2016
Table of Contents
1 About FitLife 1
1.1 Background 1
1.2 Mission, Vision and Values 1
2 Goals and Objectives 2
2.1 Goals 2
2.2 General Objectives 2
2.3 Proposed Marketing objectives 2
3 Situation Analysis 3
3.1 SWOT Analysis 3
3.2 Product Portfolio – BCG Boston Matrix 4
3.3 PEST/STEEP Analysis 5
3.4 Trend Analysis 6
4. Competitor Analysis 8
5 Key Statistics 14
6 Financials 16
References 18
Introduction
The health and wellbeing industry is a dynamic sector and plays a critical role in the Australian economy. The industry has grown substantially within the last decade, generating $2.2billion revenue on an annual basis (with 3.5% annual growth rate) through 3265 health clubs housing 32,875 employment opportunities across the country. The industry also plays a key role in improving the health and fitness of Australians.
An evaluation of the company’s internal strengths and weaknesses, external opportunities and threats, market trend analysis, and macro environment study established a groundwork to prepare this strategic review.1 About FitLife1.1 Background
FitLife is a privately-owned Sydney based Australian health club chain with 70 health clubs and 182,000 active members in Australia. FitLife serves as one of the industry leaders in the sport and fitness segment providing multi-purpose fitness venues across the country providing state of the art facilities, equipment and services.
FitLife has its base of operations in North Sydney (Health Club and Head Office), Sydney and operates in each state:
State
Total Health Clubs
Total Members
NSW
38
98,800
QLD
10
26,000
VIC
9
23,400
SA
4
10,400
ACT
3
7,800
WA
3
7,800
TAS
2
5,200
NT
1
2,600
Grand Total
70
182,000
Each health club offers the following facilities and services:
· Gym for weightlifting and cardio
· Gymnastics room (martial arts, boxing and kendo)
· Classes (Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full Body Lift, and FatBurner).1.2 Mission, Vision and Values
The mission, in engagement with the community, is to provide innovative health clubs delivering cutting-edge fitness and lifestyle programs that will motivate people of all ages, backgrounds and abilities to lead active, healthy lives.
The vision is to be regarded as a premier provider of quality fitness, gymnastics and wellness through innovative programs and services that result in measurable and transformational changes in the lives of those they serve.
FitLife are passionate for promoting the quality of life for everyone on the basis of the following values and attitudes in all of their staff, members and the community:
Quality
Accountability
Energy
Mutual Respect
Diversity
Enthusiasm
Integrity
Accountability
Care
Honesty
Responsibility
Professionalism
2 Goals and Objectives
Due to its healthy outlook, the Executive Management would like to allocate a total of $1,061,059 budget to market research and then devel.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
1. Strategic Planning
Unrestricted
“the managerial process of creating and
maintaining a fit between the organization’s
objectives and resources and the evolving
market opportunities”
What is strategic planning?
• Goal:
• Long-term growth and profitability
• Addresses two questions:
• What is the organization’s main activity
(currently)?
• How will it reach its goals?
Strategic planning
• A subgroup of a single business or a collection of
related businesses within the larger organization
2. Strategic business units
• Each SBU has:
• A unique target market
• Control over its resources
• Its own unique competitors
• A unique strategic plan
• May have its own accounting, R&D,
manufacturing, marketing
Strategic business units
Strategic alternatives - tools
Ansoff’s strategic opportunity matrix
The innovation matrix
• Yellow:
• Core Innovation
• Uses existing assets
• Ex: Tide Pods
• Orange:
• Adjacent Innovation
3. • Uses existing abilities in new ways
• Ex: Crest Whitestrips
• Red:
• Transformational Innovation
• New markets, new products, new businesses
• Ex: Uber/Lyft
The innovation matrix
Core Innovation
Next year’s car
Adjacent Innovation
Electric car
Transformational
Innovation
App-based taxi service
The innovation matrix
• Portfolios: SBUs will have a range of performance
in terms of growth and profitability
• This matrix organizes each SBU by their present or
future growth and market share
• Relative market share:
• The ratio between the company’s market share and the
4. share of the largest competitor
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Build Build or Harvest
Hold or Harvest Divest
Boston Consulting Group’s Portfolio Matrix
The General Electric Model
• Ansoff’s Matrix:
• Helps you choose between current options (the
present market and what you can currently offer)
and new options (a new market and/or new
products)
• Innovation Matrix:
• Illustrates how opportunities change as you move
5. away from core capabilities
• Boston Consulting Matrix:
• Helps you analyze the performance of a portfolio of
SBUs
• General Electric:
• Adds more nuance to the Boston Consulting matrix
When to use what?
• Based on the company or SBU’s strategy,
managers can now create a marketing plan
• Process of anticipating future events and determining
strategies to achieve organizational objectives in the
future
Planning
• Designing activities relating to marketing objectives and
the changing marketing environment
Marketing planning
• Written document that acts as a guidebook of
marketing activities for the marketing manager
Marketing plan
The Marketing Plan
6. • To provide clearly stated activities that help
employees and managers understand and work
toward common goals
• To allow the examination of the marketing
environment in conjunction with the inner
workings of the businesses
• To help marketing managers enter the
marketplace with an awareness of problems and
opportunities
Objectives of the marketing plan
Elements of a marketing plan
• What business are we in?
• Involves an analysis of current and potential
opportunities and environmental conditions
• Focus on the market served
• Think about the benefits the customer seeks, not
the product
• Marketing myopia:
• Defining the business in terms of the products and
goods offered
Defining the mission
7. We build relationships with successful,
busy people who want to plan effectively
for their futures and strive to avoid costly
mistakes.
- Danley & Associates Mission Statement
Defining the mission
Strengths
Weaknesses
Opportunities
Threats
SWOT analysis
“a set of unique features of the company and
its products that are perceived by the target
market as significant and superior to those of
the competition”
What is a competitive advantage?
• Why customers choose your company over
your competitors
8. • Three types:
• Cost
• Product/service differentiation
• Niche
Competitive advantage
• Being a low-cost competitor in an industry
while still maintaining satisfactory profit
margins
• Costs may be reduced via:
• Experience curves
• Efficient labor
• No frills
• Government subsidies
• Product design
• Reengineering
• Production innovations
• New methods of delivery
Cost competitive advantage
• When a firm provides something that is unique
and valuable to buyers (goes beyond a lower
price)
• Done through:
• Brand name
• Strong dealer network
• Product reliability
• Image
9. • Service
Product/service differentiation
• Seeks to target and effectively serve a single
segment of the market
• Used by small companies with limited
resources
• May be used in a limited geographic market
• Effective for market segments with good
growth potential but is not crucial to success
of competitors
Niche competitive advantage
• Can’t be duplicated by competitors
• Gives consumers a viable, unique, long-term
reason to go to your firm over the competition
• Can use assets:
• Patents, copyrights
• Technology
• Locations
• Equipment
• Can also use intangible assets
A sustainable competitive advantage
10. Setting objectives
• Write down what is to be accomplished
through the marketing activities
• Should be:
• Realistic
• Measurable
• Time specific
• Compared to a benchmark
Setting objectives
“selecting and describing one or more target
markets and developing and maintaining a
marketing mix that will produce mutually
satisfying exchanges with target markets”
What is a marketing strategy?
• Use market opportunity analysis (MOA) to find
attractive segments
• Describe the segments in terms of
demographics, psychographics, and buying
behavior
11. • Choose one or more segments to select as a
target market
• This info guides your development of the
marketing mix
Target market strategy
“a unique blend of product, place, promotion,
and pricing strategies designed to produce
mutually satisfying exchanges with the target
market”
What is the marketing mix?
• Includes any physical components but also:
• Package
• Warranty
• After-sale service
• Brand name or company image
• The service experience
• May be tangible or intangible (i.e. primarily a
service or experience)
Product
• Making product available when and where
customers want it
12. • Distribution activities like storing and
transporting raw materials or end products
• Products should be in good condition at
desired locations at the right time
Place (distribution)
• Includes:
• Advertising
• Public relations (PR)
• Sales promotion
• Personal selling
• Inform, educate, persuade, or remind consumers
of your product or brand
Promotion
• What a buyer must give up to obtain the
product
• Often the easiest element to change
• Can be important for competing effectively
• Revenue = price * number of units sold
Price
13. • Implementation
• Turns a marketing plan into action
assignments
• Ensures these assignments are executed in a
way that accomplishes the plan's objectives
• Evaluation
• Gauges the extent to which the marketing
objectives have been achieved during the
specified time period
Follow up on the marketing plan
• Control
• Provides the mechanisms for:
• Evaluating marketing results in light of the
plan's objectives
• Correcting actions that do not help the
organization reach those objectives within
budget guidelines
• Done through marketing audit
• Helps management allocate marketing
resources efficiently
Follow up on the marketing plan
14. • Post audit tasks
• Do another SWOT analysis
• Make recommendations to improve
marketing performance
• Set someone accountable for implementing
improvement ideas
Follow up on the marketing plan
Continual
attention Creativity
Management
commitment
Strategic planning success
Principles of Marketing
Unrestricted
A little about me
• Syllabus
15. • Start Chapter 1
Agenda for today
“the activity, set of institutions, and processes
for creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at
large”
-AMA
What is marketing?
• A philosophy – a management approach that
emphasizes customer satisfaction
• A function – the way in which the philosophy is
implemented or executed
Two facets to marketing
• At least two parties must be involved
• Something of value must be present
• Parties are capable of communication and
delivery
• Desire to deal with the other party exists
• Each party is free to accept or reject the offer
16. Conditions for exchange
“people giving up something in order to
receive something else they would rather
have”
What is an exchange?
Important
to Society
Good Career
Opportunities
Important
to Business
Marketing affects
you every day!
Why study marketing?
Marketing management philosophies
• Focuses on the internal capabilities of the firm
17. Production orientation
• Focuses on the internal capabilities of the firm
Production orientation
• Focuses on the internal capabilities of the firm
• These firms typically do best when:
• Competition is weak
• Demand exceeds supply
Production orientation
• Focuses on aggressive sales techniques and
the belief that high sales = high profits
Sales orientation
• Based on the marketing concept
• Focuses on customer wants and needs to gain
competitive advantage
• Involves:
• Integration of all organization activities to satisfy
customer’s wants
18. • Achieve long term goals by satisfying customer’s
wants and needs (legally and responsibly)
• Firms that implement the marketing concept
are market oriented
Market orientation
• Includes:
• Obtaining information about customers,
competitors, and markets
• Examining information from a total business
perspective
• Determining how to provide superior customer
value
• Implementing actions to provide value to
customers
Market orientation
• Can compare on 5 characteristics:
• Organization’s focus
• Firm’s business
• Target market
• Firm’s primary goal
• Tools used to achieve goal
Sales vs Market orientations
19. • Organization’s focus
• Inward looking
• Focuses on what the firm makes
Sales-oriented firm
• Outward looking
• Focuses on what the market wants
Market-oriented firm
Sales vs Market orientations
“the relationship between benefits and the
sacrifice necessary to obtain those benefits”
What is customer value?
• Offer products that perform
• Earn trust
• Avoid unrealistic pricing
• Give the buyer facts
• Offer organization-wide commitment in service
and after-sales support
• Co-create with customers
• Examples: Lego, Nike ID
20. Customer value requirements
“the customers’ evaluation of a good or
service in terms of whether that good or
service has met their needs and expectations”
What is customer satisfaction?
• When you compare
your expectations with
the actual performance
of the good/service
Evaluation
• A strategy that focuses on keeping and improving
relationships with current customers
Relationship marketing
• A strategy that focuses on keeping and improving
relationships with current customers
Relationship marketing
21. • Requires a long-term perspective
• Customer-oriented personnel
• Effective training programs
• Empowering employees
• Teamwork
Relationship marketing
• A sales oriented firm defines its business in terms
of goods or services
• A market oriented firm defines its business in
terms of benefits the customers seek
Know the firm’s business
Know the end consumer
• A strategy designed to optimize profitability,
revenue, and customer satisfaction by focusing
on precise customer groups
• Organize and track customer segments
• Allows for customization of offering and
interactions with customers over time
• Getting better with on-demand marketing
Customer relationship management
(CRM)
22. • Sales oriented goals:
• Achieve profitability through sales volume
• Making a sale is more important than relationship-
building
• Tools: promotions, advertising, personal selling
• Market oriented goals:
• Profit by creating customer value, satisfaction, and
building relationships
• Takes a long-term focus
• Tools: coordinates 4 Ps across organization
Primary goals and tools
• Focuses on meeting customers wants and
needs but also preserving or enhancing
individuals’ and society’s long-term best
interests
• What we want may not always be what is best
Societal marketing orientation
Societal marketing orientation
23. • What are B-Corps?
• Certified by B Lab as social enterprises
• Based on how value is created for non-
shareholding stakeholders
• Goal is to illustrate to consumers a
“fundamentally different governance
philosophy” (HBR Article)
B Corps
ProductionProduction
SalesSales
MarketingMarketing
SocietalSocietal
What can we make or do best?
How can we sell more aggressively?
What do customers want and need?
What do customers want/need, and how
can we benefit society?
Marketing philosophy
24. The Marketing Environment
Unrestricted
• What influences the target market?
• Controllable factors
• Uncontrollable factors
• Social
• Demographic
• Race and ethnicity
• Economic
• Technology and innovation
• Political and legal
• Competitors
Understanding the external environment
“the process of collecting and
evaluating environmental information
by a team of specialists”
What is environmental scanning?
• Values:
• A strongly held and enduring belief regarding
what is desirable
25. Self-
sufficiency
Upward
mobility Work ethic
Equality Individualism Achievementorientation
Social factors
• How do consumers use social media?
• How do brands use social media?
Social media
Social media
Social media
Social media
Social media
Social media
26. • Wendy's Pretzel Burger Love Songs
Social media
• Statistics of a population, including age, race
and ethnicity, and location
• Uncontrollable
• Typically more useful if broken down in to
more specific groups, like generations
Demographic factors
• Tweens:
• Born 2010 or later
• Associated with mobile games and
smartphone apps markets
• Almost half have a smart phone
Demographic factors
• Generation Z:
• Born 1995-2009
• Often influence parents’ technology choices
• 90% use social media
27. Demographic factors
• Millennials:
• Born 1977-1994
• Larger than population of Baby Boomers
• Starting to have their own children
• Associated with high workplace turnover
Demographic factors
• Generation X:
• Born 1965-1976
• First group of latchkey kids
• Have higher average incomes compared to Baby
Boomers and Millennials
Demographic factors
• Baby Boomers:
• Born 1946 to 1964
• Many have retired, but tend to outspend other
generations
• Active, don’t like being called “old”
• Cadillac Ad
Demographic factors
28. Ethnic markets
• Changing American demographic
makeup:
• By 2050, 1 in 3 U.S. residents will be
Hispanic
• By 2041, whites of European descent will
make up less than half of the U.S.
population
Ethnic markets
• Hispanic Americans:
• The largest U.S. minority group
• Consume both English and Spanish media
• Popular group for mobile service providers
Ethnic markets
• African Americans:
• 53% are under the age of 35
• Have a strong influence on trends
• Purchasing power is increasing
Ethnic markets
29. • Asian Americans:
• Highest average family income
• 49% have a bachelor’s degree
• Often heavy users of technology and early
adopters
Ethnic markets
• Native Americans:
Ethnic markets
• Native Americans:
• PGA and Notah Begay III foundation
• Nike and Indian Health Service
• Harley Davidson and the Indian Summer Festival
Ethnic markets
Economic factors
• Research:
• Internal idea incubators
• Connections with universities
30. • Stimulating innovation:
• Building scenarios
• Enlisting the web
• Talking to early adopters
• Using marketing research
• Creating an innovative environment
• Catering to entrepreneurs
Technology and innovation
• Federal legislation
• Competitive environment, pricing, advertising and
promotions, consumer privacy
• State and local laws
• Taxes, fast food restrictions
• Regulatory agencies
• Consumer Product Safety Commission
• Food and Drug Administration
• Federal Trade Commission
• Federal Communications Commission
Political and legal factors
• Bureaus of the FTC:
• Bureau of Competition
• Reviews mergers and acquisitions
• Challenges anti-competitive conduct and promotes
31. competition
• Provides information and holds conferences and
workshops on competition issues
• Bureau of Economics
• Provides economic analysis and support to
antitrust and consumer protection investigations
Political and legal factors
• Bureau of Consumer Protection
• Enforces federal laws that protect
consumers
• Empowers consumers with information
• Communicates with consumers
Political and legal factors
• CAN-SPAM Act
• Regulates unsolicited e-mail advertising
• Prohibits commercial e-mailers from
using false addresses and presenting false
or misleading information
• Children’s Online Privacy Protection Act
• Requires websites operators to post a
privacy policy on their home page and a
link to the policy on every page where
32. personal information is collected
Political and legal factors
• Technology shifts the competitive
environment
• Market share and profits
• Global competition
Competitive factors
A Global Vision
Unrestricted
Pros and cons of globalization
• Gross domestic product (GDP):
• Total market value of all final goods and services
produced in a country in a given period
• Does not include intermediate parts used in the
assembly of a final product
Global marketing in the United States
33. “Recognizing and reacting to international
marketing opportunities, using effective
global marketing strategies, and being
aware of threats from foreign competitors
in all markets”
What is a global vision?
Outsourcing and inshoring
1. Companies operate in one country and sell into
others
2. Companies set up foreign subsidiaries
3. Companies set up an entire line of business in
another country
4. Executives and C-suite are in multiple countries and
make decisions virtually
When the company becomes highly involved in
international trade, they are called a multinational
corporation.
Stages of global business development
34. Pros Cons
Accounts for 20 percent of U.S.
private Jobs
Technology is capital intensive and
does not necessarily increase
employment
Provides 25 percent of all private
wages
Support governments that benefit
the company and not necessarily
the country and its people
Spend $ 680 billion in R&D May take away more wealth than
they generate
Stages of global business development
• Global marketing standardization:
• Production of uniform products that can be sold
the same way all over the world
• Multidomestic strategy:
• Creates subsidiaries that can compete
independently in their own domestic markets
• Allows for more product variation
35. Global marketing strategies
External factors influencing global marketing
• Culture and cultural values
• Economic development
• Gross national income (GNI)
• Purchasing power parity (PPP)
• Balance of trade
• The global economy
External factors
• Political structure
• Legal considerations:
• Tariffs
• Quotas
• Boycotts
• Exchange control
• Market grouping
• Trade agreement
External factors
• Uruguay Round (1994)
36. • Global trade agreement
• Reduced tariffs worldwide
• Protects patents
• Eases licensing processes for financial, legal, and
accounting services
• Opens agricultural opportunities
• Reduces clothing quotas
• Added the WTO
Trade agreements
• Trans-Pacific Partnership (TPP)
• Finalized 2015; not yet passed by Congress in US
• President Trump does not support
• Reduces tariffs on cars and agriculture
• Reduces other barriers like customs procedures,
rules for government agencies, and barriers in
trade for services
Trade agreements
• North American Free Trade Agreement
(NAFTA; 1993)
• US, Canada, and Mexico
• Free trade of agricultural goods, manufactured
products, and raw materials
Trade agreements
37. • Free trade in much of Europe
• 27 members, no UK
• But, even with standard regulations, it is
difficult to standardize business in the EU
The European Union
• Demographics:
• Wealth
• Population
• Greatest consumption growth:
• Retired and elderly in developed countries
• China’s working age population
• North America’s working age population
External factors
• Natural resources
External factors
• Why “go global”?
• Exporting: Selling domestically produced products
to buyers in other countries
38. • Buyer for export: Intermediary in the global market
that assumes all ownership risks and sells globally
for its own account
• Export broker: Intermediary who plays the
traditional broker’s role by bringing buyer and seller
together
• Export agent: Intermediary who acts like a
manufacturer’s agent for the exporter
Global marketing strategy
• Licensing: Legal process whereby a licensor
allows another firm to use its manufacturing
process, trademarks, patents trade secrets,
or other proprietary knowledge
• Franchising: Outsources delivery of the
product to a foreign franchisee, who invests
time and money for the already developed
business
Global marketing strategy
• Contract manufacturing: Private label
manufacturing by a foreign company
• Joint venture: When a domestic firm buys
part of a foreign company to create a new
entity
39. • Direct foreign investment: Active ownership
of a foreign company or of overseas
manufacturing or marketing facilities
Global marketing strategy
Global marketing strategy
• Product decisions
• Promotion adaptation
• Place distribution
• Pricing
Global marketing mix
• Product decisions
• Global market standardization
• Product invention/adaptation
Global marketing mix
• Product decisions
• Global market standardization
• Product invention/adaptation
Global marketing mix
40. • Promotion adaptation:
• Maintain the same product but change
promotional strategy
Global marketing mix
• Pricing:
• Consider tariffs and taxes
• Distribution costs
• Purchasing power parity
• Dumping:
• Sales of exported product at a lower price than
that charged for a similar product in the home
market of the exporter
• Countertrade:
• All of part of the payment for good or service is in
the form of other goods or services
Global marketing mix
Global marketing mix
41. Strategic Planning
Unrestricted
“the managerial process of creating and
maintaining a fit between the organization’s
objectives and resources and the evolving
market opportunities”
What is strategic planning?
• Goal:
• Long-term growth and profitability
• Addresses two questions:
• What is the organization’s main activity
(currently)?
• How will it reach its goals?
Strategic planning
• A subgroup of a single business or a collection of
related businesses within the larger organization
Strategic business units
42. • Each SBU has:
• A unique target market
• Control over its resources
• Its own unique competitors
• A unique strategic plan
• May have its own accounting, R&D,
manufacturing, marketing
Strategic business units
Strategic alternatives - tools
Ansoff’s strategic opportunity matrix
The innovation matrix
• Yellow:
• Core Innovation
• Uses existing assets
• Ex: Tide Pods
• Orange:
• Adjacent Innovation
• Uses existing abilities in new ways
• Ex: Crest Whitestrips
• Red:
43. • Transformational Innovation
• New markets, new products, new businesses
• Ex: Uber/Lyft
The innovation matrix
Core Innovation
Next year’s car
Adjacent Innovation
Electric car
Transformational
Innovation
App-based taxi service
The innovation matrix
• Portfolios: SBUs will have a range of performance
in terms of growth and profitability
• This matrix organizes each SBU by their present or
future growth and market share
• Relative market share:
• The ratio between the company’s market share and the
share of the largest competitor
Boston Consulting Group’s Portfolio Matrix
44. Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Build Build or Harvest
Hold or Harvest Divest
Boston Consulting Group’s Portfolio Matrix
The General Electric Model
• Ansoff’s Matrix:
• Helps you choose between current options (the
present market and what you can currently offer)
and new options (a new market and/or new
products)
• Innovation Matrix:
• Illustrates how opportunities change as you move
away from core capabilities
• Boston Consulting Matrix:
• Helps you analyze the performance of a portfolio of
45. SBUs
• General Electric:
• Adds more nuance to the Boston Consulting matrix
When to use what?
• Based on the company or SBU’s strategy,
managers can now create a marketing plan
• Process of anticipating future events and determining
strategies to achieve organizational objectives in the
future
Planning
• Designing activities relating to marketing objectives and
the changing marketing environment
Marketing planning
• Written document that acts as a guidebook of
marketing activities for the marketing manager
Marketing plan
The Marketing Plan
• To provide clearly stated activities that help
employees and managers understand and work
toward common goals
46. • To allow the examination of the marketing
environment in conjunction with the inner
workings of the businesses
• To help marketing managers enter the
marketplace with an awareness of problems and
opportunities
Objectives of the marketing plan
Elements of a marketing plan
• What business are we in?
• Involves an analysis of current and potential
opportunities and environmental conditions
• Focus on the market served
• Think about the benefits the customer seeks, not
the product
• Marketing myopia:
• Defining the business in terms of the products and
goods offered
Defining the mission
We build relationships with successful,
47. busy people who want to plan effectively
for their futures and strive to avoid costly
mistakes.
- Danley & Associates Mission Statement
Defining the mission
Strengths
Weaknesses
Opportunities
Threats
SWOT analysis
“a set of unique features of the company and
its products that are perceived by the target
market as significant and superior to those of
the competition”
What is a competitive advantage?
• Why customers choose your company over
your competitors
• Three types:
• Cost
• Product/service differentiation
• Niche
48. Competitive advantage
• Being a low-cost competitor in an industry
while still maintaining satisfactory profit
margins
• Costs may be reduced via:
• Experience curves
• Efficient labor
• No frills
• Government subsidies
• Product design
• Reengineering
• Production innovations
• New methods of delivery
Cost competitive advantage
• When a firm provides something that is unique
and valuable to buyers (goes beyond a lower
price)
• Done through:
• Brand name
• Strong dealer network
• Product reliability
• Image
• Service
Product/service differentiation
49. • Seeks to target and effectively serve a single
segment of the market
• Used by small companies with limited
resources
• May be used in a limited geographic market
• Effective for market segments with good
growth potential but is not crucial to success
of competitors
Niche competitive advantage
• Can’t be duplicated by competitors
• Gives consumers a viable, unique, long-term
reason to go to your firm over the competition
• Can use assets:
• Patents, copyrights
• Technology
• Locations
• Equipment
• Can also use intangible assets
A sustainable competitive advantage
Setting objectives
50. • Write down what is to be accomplished
through the marketing activities
• Should be:
• Realistic
• Measurable
• Time specific
• Compared to a benchmark
Setting objectives
“selecting and describing one or more target
markets and developing and maintaining a
marketing mix that will produce mutually
satisfying exchanges with target markets”
What is a marketing strategy?
• Use market opportunity analysis (MOA) to find
attractive segments
• Describe the segments in terms of
demographics, psychographics, and buying
behavior
• Choose one or more segments to select as a
target market
• This info guides your development of the
51. marketing mix
Target market strategy
“a unique blend of product, place, promotion,
and pricing strategies designed to produce
mutually satisfying exchanges with the target
market”
What is the marketing mix?
• Includes any physical components but also:
• Package
• Warranty
• After-sale service
• Brand name or company image
• The service experience
• May be tangible or intangible (i.e. primarily a
service or experience)
Product
• Making product available when and where
customers want it
• Distribution activities like storing and
transporting raw materials or end products
52. • Products should be in good condition at
desired locations at the right time
Place (distribution)
• Includes:
• Advertising
• Public relations (PR)
• Sales promotion
• Personal selling
• Inform, educate, persuade, or remind consumers
of your product or brand
Promotion
• What a buyer must give up to obtain the
product
• Often the easiest element to change
• Can be important for competing effectively
• Revenue = price * number of units sold
Price
• Implementation
• Turns a marketing plan into action
assignments
53. • Ensures these assignments are executed in a
way that accomplishes the plan's objectives
• Evaluation
• Gauges the extent to which the marketing
objectives have been achieved during the
specified time period
Follow up on the marketing plan
• Control
• Provides the mechanisms for:
• Evaluating marketing results in light of the
plan's objectives
• Correcting actions that do not help the
organization reach those objectives within
budget guidelines
• Done through marketing audit
• Helps management allocate marketing
resources efficiently
Follow up on the marketing plan
• Post audit tasks
• Do another SWOT analysis
• Make recommendations to improve
54. marketing performance
• Set someone accountable for implementing
improvement ideas
Follow up on the marketing plan
Continual
attention Creativity
Management
commitment
Strategic planning success
Ethics and Social
Responsibility
Unrestricted
• Social control:
• The ways in a which a society maintains behavioral
norms and regulates conflict
• Modes of social control:
• Ethics
• Laws
55. • Formal and informal groups
• Self-regulation
• Media
• Active civil society
What holds society together?
“the standard of behavior by
which conduct is judged”
What are ethics?
• Deontological theory:
• People should adhere to their obligations and duties
when analyzing ethical dilemmas
• Will always keep their promises and follow the law
• Can introduce conflicting obligations
Ethical theories
• Utilitarian ethical theory:
• Based on the ability to predict the consequences of
an action
• Act utilitarianism:
• The choice that benefits the most people is the
ethically correct choice
56. • Rule utilitarianism:
• Also seeks to benefit the most people, but also
considers fairness and the law
Ethical theories
• Casuist ethical theory:
• Compares a current ethical dilemma with similar past
dilemmas and their outcomes
Ethical theories
• Moral relativism:
• The ethically correct choice depends on the situation
(time, place, people)
• Does not have absolute rules for any decision
• Virtue ethics:
• A character trait valued by society as being good
Ethical theories
• Actions taken and choices made will depend
• Morals:
• Rules people have based on cultural values and
57. norms
• A foundation for ethical behavior
• Often also reflect laws and regulations
Ethical behavior in business
• Based on what will be punished or rewarded
• Self-centered, calculating, and selfish
Preconventional
morality
• Moves toward the expectations of society
• Concerned about the legality and the opinion of
others
Conventional
morality
• Represents the morality of the mature adult
• Concerned if it works in the long run
Postconventional
morality
Ethical development levels
What makes us more likely to behave
ethically?
58. • Code of ethics
• Formal guidelines to help managers and
employees make good choices
• Ethics in other countries
• Foreign Corrupt Practices Act (FCPA)
Ethical behavior in business
• To behave ethically, an organization should pay
attention to the interest of all stakeholders in
every aspect of a firm’s operation
Stakeholder theory
• 55% of consumers may be willing to pay more
for companies with good CSR (Nielsen study)
• United Nations Global Compact (UNGC)
• B Corps
Growth in CSR popularity
• Belief that a socially responsible firm will view
59. the world’s problems as its own – and take
action to do something about them
• Environmental
• Social
• Economic
Sustainability
• Nonprofit organization that provides guidelines
for developing a sustainability report
• Economic standards
• Environmental standards
• Social standards
Global Reporting Initiative (GRI)
• Cooperative marketing efforts between a for-
profit firm and a nonprofit organization
Cause related marketing
Reflection 1
Use this assignment to reflect upon what you’ve read and
learned over the course of this module. Also use it as an
opportunity to ask for clarification on any topics you didn’t
fully understand, or questions that came up while you were
working. Think of it as the participation and discussion you
60. might do in a face-to-face class. I’ll clarify things and answer
your questions just like I would in class or office hours. Full
credit will be given to reflections that seem thought-out and
well-considered.
1. First Impressions: List thoughts or ideas that came to mind as
you did the work for the week.
2. Key Terms: List words and concepts you felt were important
this week.
3. Questions: List any questions that came to mind while you
completed the work this week. These questions can be about the
content, a topic related to the content, or about assignments or
the format of the class.
Unrestricted
Assignment 1 (Chapter 2)
Read Amazon’s description of Amazon Go here, first. Then,
read this Fast Company article. Finally, please answer the
following questions. You are not required to use complete
sentences, but please write enough that I can understand your
answer. Type your answers directly into this document and
submit it on D2L. Submit either a Word document or a PDF;
please do not submit Pages documents.
1. What type of marketing management philosophy do you think
Amazon has? Why do you think so?
61. 2. Describe Amazon Go’s target market. (Your answer should
refer to specifically Amazon Go, not Amazon in general.)
亚马逊副总裁 Gianna Puerini 说，Amazon
Go的目标是为“匆忙、饥饿的人”服务。消费者会找到随拿即走的食物、小吃和
饮料等。Amazon
Go用科技来帮助人们不用拥挤在收银员周围付账的神奇体验，看起来达到了
3. When Amazon developed Amazon Go, which option were
they pursuing from Ansoff’s opportunity matrix? How do you
know?
4. Now, consider the Boston Consulting Group’s Portfolio
Matrix. In Amazon’s portfolio of strategic business units, is
Amazon Go a star, question mark, cash cow, or dog? How do
you know?
Question mark:
5. How would you describe Amazon Go’s competitive
advantage? What type of competitive advantage do you think it
is, and why?
The cashierless shop, which uses AI to ring up your purchases,
could be a key part of Amazon’s expanding vision of retail’s
future.
Unrestricted 1
