Expert answer:Signature Assignment: The Entrepreneurial Marketin
Expert answer:About Your Signature Assignment Signature/Benchmark Assignments are designed to align with specific program student learning outcome(s) in your program. Program Student Learning Outcomes are broad statements that describe what students should know and be able to do upon completion of their degree. Signature/Benchmark Assignments are graded with a grading guide or an automated rubric that allows the University to collect data that can be aggregated across a location or college/school and used for course/program improvements. Purpose of Assignment The purpose of this assignment is to assess marketing concepts and situations from an entrepreneurial manager’s point of view. Concepts and relationships are discussed with a special focus on aligning one’s ethics and values with their business actions and understanding the unique differences in marketing strategy planning for domestic business versus business abroad. Assignment Steps Resources: Marketing: Ch. 7: pg. 177-191; Ch. 16: pg. 438-440; Week 5 video Scenario: Imagine you are an entrepreneur launching a business planning to operate both domestically and abroad. You are currently developing your marketing plan and strategies. Develop a 1,050-word analysis addressing the following:Describe your organization’s mission, vision, and values.Explain how these values will be aligned to your own personal brand identity, ethics, and values when doing business, planning strategies, and solving problems. Discuss at least two concepts from class that are elements of a marketing plan and are important tools to your entrepreneurial business’ success. Discuss how the concepts help align the organization’s values with your values. Explain the reasoning leading to these conclusions.Select two of the following departments and explain marketing’s role in coordinating their distinct functions:DistributionCustomer Service Advertising and Public Relations Research and Design Sales Operations or ManufacturingCompare and contrast how culture is likely to impact domestic marketing strategies versus what the company may encounter when doing business abroad such as cultural norms, economics, politics, and legal systems. Explain the actions the company can take to ensure that it evolves with the target at home and the countries it does business in.Discuss any emerging marketing trends that may affect your business.Cite a minimum of two peer-reviewed sources with one being from either the text, video material, or the University Library. Format your assignment consistent with APA guidelines. PLEASE NOTE: Attached below are four documents that are needed to complete this tasks. 1. Grading Rubric2. Instructions on how points are issued – Basically the do’s and dont’s3. Two chapters that should be reviewed, referenced and cited within this paper.
mkt421r16_wk5_gg_the_entrepreneurial_marketing_manager.doc
the_entrepreneurial_marketing_manager.doc
the_entrepreneurial_marketing_manager_rubric.doc
grading_instructions_on_how_points_are_issued.docx
chapter_16___page_438_440.pdf
Unformatted Attachment Preview
The Entrepreneurial Marketing Manager
Grading Guide
MKT/421 Version 16
Marketing
Copyright
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The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Edited in accordance with University of Phoenix® editorial standards and practices.
2
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Individual Assignment (Signature): The Entrepreneurial Marketing Manager
Purpose of Assignment
The purpose of this assignment is to assess marketing concepts and situations from an entrepreneurial
manager’s point of view. Concepts and relationships are discussed with a special focus on aligning one’s
ethics and values with their business actions and understanding the unique differences in marketing strategy
planning for domestic business versus business abroad.
Resources Required
•
•
Marketing: Ch. 7: pg. 177-191; Ch. 16: pg. 438-440
Week 5 video
Grading Guide
Content
Described student’s organization’s mission,
vision, and values.
Explained how these values will be aligned to
student’s own personal brand identity, ethics,
and values when doing business, planning
strategies, and solving problems.
Discussed at least two concepts from class
that are elements of a marketing plan and are
important tools to student’s entrepreneurial
business’ success. Discussed how the
concepts help align the organization’s values
with student’s values. Explained the
reasoning leading to these conclusions.
Selected two of the following departments
and explained marketing’s role in coordinating
their distinct functions:
• Distribution
• Customer Service
• Advertising and Public Relations
• Research and Design
• Sales
• Operations or Manufacturing
Compared and contrasted how culture is
likely to impact domestic marketing strategies
versus what the company may encounter
when doing business abroad such as cultural
norms, economics, politics, and legal
systems.
Met
Partially
Met
Not Met
Comments:
3
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
7
#/7
Partially
Met
Not
Met
Total
Available
Total
Earned
3
#/3
Comments:
Explained the actions the company can take
to ensure that it evolves with the target at
home and the countries it does business in.
Discussed any emerging marketing trends
that may affect student’s business.
Cited a minimum of two peer-reviewed
sources with one being from either the text,
video material, or the University Library.
The paper is 1,050 words in length.
Writing Guidelines
Met
Organization
The tone is appropriate to the content and
assignment.
The introduction provides a sufficient
background on the topic and previews major
points.
Paragraph transitions are present, logical, and
maintain the flow throughout the paper.
The conclusion is logical, flows from the body
of the paper, and reviews the major points.
Mechanics
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Comments:
4
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Assignment Total
Additional comments:
#
10
#/10
5
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Individual Assignment (Signature): The Entrepreneurial Marketing Manager
Purpose of Assignment
The purpose of this assignment is to assess marketing concepts and situations from an entrepreneurial
manager’s point of view. Concepts and relationships are discussed with a special focus on aligning one’s
ethics and values with their business actions and understanding the unique differences in marketing strategy
planning for domestic business versus business abroad.
Resources Required
•
•
Marketing: Ch. 7: pg. 177-191; Ch. 16: pg. 438-440
Week 5 video
Grading Guide
Content
Described student’s organization’s mission,
vision, and values.
Explained how these values will be aligned to
student’s own personal brand identity, ethics,
and values when doing business, planning
strategies, and solving problems.
Discussed at least two concepts from class
that are elements of a marketing plan and are
important tools to student’s entrepreneurial
business’ success. Discussed how the
concepts help align the organization’s values
with student’s values. Explained the
reasoning leading to these conclusions.
Selected two of the following departments
and explained marketing’s role in coordinating
their distinct functions:
• Distribution
• Customer Service
• Advertising and Public Relations
• Research and Design
• Sales
• Operations or Manufacturing
Compared and contrasted how culture is
likely to impact domestic marketing strategies
versus what the company may encounter
when doing business abroad such as cultural
norms, economics, politics, and legal
systems.
Met
Partially
Met
Not Met
Comments:
2
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
7
#/7
Partially
Met
Not
Met
Total
Available
Total
Earned
3
#/3
Comments:
Explained the actions the company can take
to ensure that it evolves with the target at
home and the countries it does business in.
Discussed any emerging marketing trends
that may affect student’s business.
Cited a minimum of two peer-reviewed
sources with one being from either the text,
video material, or the University Library.
The paper is 1,050 words in length.
Writing Guidelines
Met
Organization
The tone is appropriate to the content and
assignment.
The introduction provides a sufficient
background on the topic and previews major
points.
Paragraph transitions are present, logical, and
maintain the flow throughout the paper.
The conclusion is logical, flows from the body
of the paper, and reviews the major points.
Mechanics
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Comments:
3
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Assignment Total
Additional comments:
#
10
#/10
4
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Individual Assignment (Signature): The Entrepreneurial Marketing Manager
Purpose of Assignment
The purpose of this assignment is to assess marketing concepts and situations from an entrepreneurial
manager’s point of view. Concepts and relationships are discussed with a special focus on aligning one’s
ethics and values with their business actions and understanding the unique differences in marketing strategy
planning for domestic business versus business abroad.
Resources Required
•
•
Marketing: Ch. 7: pg. 177-191; Ch. 16: pg. 438-440
Week 5 video
Grading Guide
Content
Described student’s organization’s mission,
vision, and values.
Explained how these values will be aligned to
student’s own personal brand identity, ethics,
and values when doing business, planning
strategies, and solving problems.
Discussed at least two concepts from class
that are elements of a marketing plan and are
important tools to student’s entrepreneurial
business’ success. Discussed how the
concepts help align the organization’s values
with student’s values. Explained the
reasoning leading to these conclusions.
Selected two of the following departments
and explained marketing’s role in coordinating
their distinct functions:
• Distribution
• Customer Service
• Advertising and Public Relations
• Research and Design
• Sales
• Operations or Manufacturing
Compared and contrasted how culture is
likely to impact domestic marketing strategies
versus what the company may encounter
when doing business abroad such as cultural
norms, economics, politics, and legal
systems.
Met
Partially
Met
Not Met
Comments:
2
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
7
#/7
Partially
Met
Not
Met
Total
Available
Total
Earned
3
#/3
Comments:
Explained the actions the company can take
to ensure that it evolves with the target at
home and the countries it does business in.
Discussed any emerging marketing trends
that may affect student’s business.
Cited a minimum of two peer-reviewed
sources with one being from either the text,
video material, or the University Library.
The paper is 1,050 words in length.
Writing Guidelines
Met
Organization
The tone is appropriate to the content and
assignment.
The introduction provides a sufficient
background on the topic and previews major
points.
Paragraph transitions are present, logical, and
maintain the flow throughout the paper.
The conclusion is logical, flows from the body
of the paper, and reviews the major points.
Mechanics
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Comments:
3
The Entrepreneurial Marketing
Manager Grading Guide
MKT/421 Version 16
Assignment Total
Additional comments:
#
10
#/10
4
Grading Instructions on How Points are Issued
Please Read Carefully
Section 1:
Don’t use an APA formatting Running Head in this class …
ever.
Attachments to this posting are title pages of sample reports.
The reports contain sample running heads, all of which should
not be used. So I’m showing you what not to do.
A Running Head is the title of a report appearing in the top
margins. Sometimes the words “Running Head” are used along
with your report title.
So, a Running Head in the top margin can look like:
“Running Head: Mike’s Assignment One p. 1”
or …
“Mike’s Assignment One p. 1”
or…
“Mike’s Assignment”
Section 2:
Don’t refer to a company as “they” or “them.” I understand we
converse in those terms, but it’s incorrect to write with these
pronouns.
An entity is an “it,” not “they.” A company is not “them.”
General Electric, and Wal-Mart, and McDonald’s … are an “it” …
not “they” or “them.” A company is singular noun, so use a
singular pronoun to refer to the company.
Company employees can be referred to as “them, or themselves”
because there are more than one employee. So in this case
state: “the employees of Acme Tire Company put up their new
web site today.” Or, if you’re referring to the company and not
the employees, state: “Acme Tire Company put up its new web
site today.”
I see this error every time it appears and it’s distracting to the
point it can cause me to lose your message content because I’m
so annoyed by it. That’s not good. I start wondering why you
are calling Starbucks “them” instead of reading what you have to
say about Starbucks.
Don’t call a company “them.” Grrrrr…
It costs you one point… or more for this error.
—–
I don’t like restatement of theory or concepts. I want to read
about your personal understanding of the concept and how you
have (or have not) experienced it in real life — in your careers.
Short reports are better. Let me see you think.
—-
Using a Running Head is incorrect. Don’t use it. It costs one
point. Right off the top.
PRINTED BY: brittneyvargas@email.phoenix.edu. Printing is for personal, private use only. No part of
this book may be reproduced or transmitted without publisher’s prior permission. Violators will be
prosecuted.
Page 438
learning review
16 When Ralph Lauren makes shirts to a customer’s exact
1. preferences, what utility is provided?
16 Two measures of the impact of retailing in the global economy
2. are _______________ and ________________.
CLASSIFYING RETAIL OUTLETS
LO 162
For manufacturers, consumers, and the
economy, retailing is an important
component of marketing that has
several variations. Because of the large
number of alternative forms of retailing,
Explain the alternative ways
it is easier to understand the differences
to classify retail outlets.
among retail institutions by recognizing
that outlets can be classified in several
ways. First, form of ownership
distinguishes retail outlets based on whether independent retailers, corporate chains,
or contractual systems own the outlet. Second, level of service is used to describe
the degree of service provided to the customer. Three levels of service are provided by
self-, limited-, and full-service retailers. Finally, the type of merchandise line
describes how many different types of products a store carries and in what assortment.
The alternative types of outlets are discussed in greater detail in the following pages.
For many consumers today, retail outlets are also evaluated in terms of their
environmentally friendly, or green, activities, in addition to their level of service and
merchandise line. The Making Responsible Decisions box gives examples of the green
activities of several retailers.6
Making Responsible Decisions
Sustainabilit
y
How Green Is Your Retailer? The Rankings Are Out!
In a recent Nielsen survey of consumers from 60 countries, 55 percent of the
respondents said they are willing to pay more for products and services provided by
companies that are committed to positive social and environmental impact. In
response, many retailers are “going green” and developing comprehensive and
sophisticated business practices that reflect a new focus on social and
environmental responsibility. The trend has become so important that Newsweek
evaluates eight indicators of environmental performance to provide annual “green
rankings” of large companies.
Source: Newsweek, LLC
The U.S. Green Retail Association offers guidance for retailers who are getting
started at implementing new practices, and also provides a third-party certification
that recognizes a commitment to “green” values. Some practices are intuitive and
simple, such as encouraging the use of reusable shopping bags, installing LED
lighting, and using nontoxic cleaning products. Many retailers are even using
recyclable materials for credit and gift cards, rather than plastic. Other practices,
such as reducing CO2 emissions with economical delivery vehicles, using rainwater
for landscape maintenance, or finding alternative uses for landfill waste require a
larger effort. Very often, however, these environmental initiatives also have
financial benefits. When Home Depot switched light displays to CFL and LED light
bulbs, painted the roofs of stores white, and installed solar panels, it reduced its
energy use by 20 percent.
Shopping malls are adopting the practices also. In Syracuse, New York, for example,
Destiny USA mall implemented water harvesting, air quality protection, landfill
reclamation, and energy conservation practices to become the largest LEED
(Leadership in Energy and Environmental Design) certified retail building in the
world. Similarly, Walgreens became the first retailer to construct a Net Zero Energy
store by using solar panels, wind turbines, daylight harvesting, and energy efficient
building materials.
Do sustainability practices such as these influence your purchase decisions? If the
answer is yes, you may want to review the green rankings at http://www.newswe
ek.com/search/site/green. Are your favorite retailers “green”?
Form of Ownership
There are three general forms of retail ownership—independent retailer, corporate
chain, and contractual systems.
Independent Retailer
One of the most common forms of retail ownership is the independent business owned
by an individual. Independent retailers account for most of the 1.1 million retail
establishments in the United States and include hardware stores, convenience stores,
clothing stores, and computer and software stores. In addition, there are 26,700
jewelry stores, 18,500 florists, and 22,100 sporting goods and hobby stores. For the
independent retailer, the advantage of this form of ownership is simple: The owner is
the boss. For customers, the independent store can offer convenience, personal
service, and lifestyle compatibility.7
Corporate Chain
A second form of ownership, the
corporate chain, involves multiple
outlets under common ownership.
Macy’s, Inc., for example, operates 773 Macy’s department stores in 45 states. Macy’s
also owns 37 Bloomingdale’s, which compete with other chain stores such as Saks
Fifth Avenue and Neiman Marcus. Finally, Macy’s recently acquired Bluemercury,
which includes 62 specialty beauty and spa services stores.
© R Heyes Design/Alamy
In a chain operation, centralization in decision making and purchasing is common.
Chain stores have advantages in dealing with manufacturers, particularly as the size of
the chain grows. A large chain can bargain with a manufacturer to obtain good service
or volume discounts on orders. Target’s large volume makes it a strong negotiator with
manufacturers of most products. For consumers, the buying power of chains translates
into lower prices compared with other types of stores. Consumers also benefit in
dealing with chains because there are multiple outlets with similar merchandise and
consistent management policies.
Retailing has become a high-tech business for many large chains. Walmart, for
example, has developed a sophisticated inventory management and cost control
system
PRINTED BY: brittneyvargas@email.phoenix.edu. Printing is for personal, private use only. No part of
this book may be reproduced or transmitted without publisher’s prior permission. Violators will be
prosecuted.
that allows rapid price changes for each product in every store. In addition, Page 439
stores such as Walmart and Target are implementing pioneering new
technologies such as radio frequency identification (RFID) tags to improve the quality
of information available about products.
Contractual Systems
Contractual systems involve independently owned stores that band together to act like
a chain. Recall that in Chapter 15, we discussed three kinds of contractual vertical
marketing systems: retailer-sponsored cooperatives, wholesaler-sponsored voluntary
chains, and franchises (see Figure 15–6). One retailer-sponsored cooperative is
Associated Grocers, which consists of neighborhood grocers that all agree with several
other independent grocers to buy their goods directly from food manufacturers. In this
way, members can take advantage of volume discounts commonly available to chains
and also give the impression of being a large chain, which may be viewed more
favorably by some consumers. Wholesaler-sponsored voluntary chains such as
Independent Grocers Alliance (IGA) try to achieve similar benefits.
In a franchise system, an individual or firm (the franchisee) contracts with a parent
company (the franchisor) to set up a business or retail outlet. The franchisor usually
assists in selecting t …
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