DAT565 Week 4 Apply Signature Assignment Globalization and Information Research

Wk 4 – Apply: Signature Assignment: Globalization and Information Research

 

The assignment has two parts: one focused on information research and analysis, and the other is on applied analytics.  

 

Resources: 

·        Microsoft Excel® 

·        “How Netflix Expanded to 190 Countries in 7 Years” from Harvard Business Review

·        CallCenterWaitingTime.xlsx file 

 

Part 1: Globalization and Information Research 

Context: Companies that perform well in their country of origin usually consider expanding operations in new international markets. Deciding where, how, and when to expand is not an easy task, though.  

 

Many issues need to be considered before crafting an expansion strategy and investing significant resources to this end, including:  

·        the level of demand to be expected for the company’s products/services 

·        presence of local competitors 

·        the regulatory, economic, demographic, and political environments 

 

Carefully researching and analyzing these and other factors can help mitigate the inherent risk associated with an overseas expansion strategy, thus increasing the likelihood of success. 

 

As a data analyst in your company’s business development department, you’ve been tasked with the responsibility of recommending countries for international expansion. You’ll write a report to the company’s executive team with your research, analysis, and recommendations. 

 

Instructions:  

Write a 525-word summary covering the following items: 

·        According to the article listed above, what were the most important strategic moves that propelled Netflix’s successful international expansion? 

·        The article mentions investments in big data and analytics as one of the elements accompanying the second phase of overseas expansion. Why was this investment important? What type of information did Netflix derive from the data collected? 

·        According to the article, what is exponential globalization? 

·        Not all international expansion strategies are a resounding success, however. Research an article or video that discusses an instance in which an American company’s expansion efforts in another country failed. According to the article/video you selected, what were the main reasons for this failure? Do you agree with this assessment? 

·        Explain some of the reasons why certain companies’ expansion plans have failed in the past. 

 

Part 2: Hypothesis testing  

Context: Your organization is evaluating the quality of its call center operations. One of the most important metrics in a call center is Time in Queue (TiQ), which is the time a customer has to wait before he/she is serviced by a Customer Service Representative (CSR). If a customer has to wait for too long, he/she is more likely to get discouraged and hang up. Furthermore, customers who have to wait too long in the queue typically report a negative overall experience with the call. You’ve conducted an exhaustive literature review and found that the average TiQ in your industry is 2.5 minutes (150 seconds). 

 

Another important metric is Service Time (ST), also known as Handle Time, which is the time a CSR spends servicing the customer. CSR’s with more experience and deeper knowledge tend to resolve customer calls faster. Companies can improve average ST by providing more training to their CSR’s or even by channeling calls according to area of expertise. Last month your company had an average ST of approximately 3.5 minutes (210 seconds). In an effort to improve this metric, the company has implemented a new protocol that channels calls to CSR’s based on area of expertise. The new protocol (PE) is being tested side-by-side with the traditional (PT) protocol.  

 

Instructions: 

Access the CallCenterWaitingTime.xlsx file. Each row in the database corresponds to a different call. The column variables are as follows: 

·        ProtocolType: indicates protocol type, either PT or PE

·        QueueTime: Time in Queue, in seconds

·        ServiceTime: Service Time, in seconds

·        Perform a test of hypothesis to determine whether the average TiQ is lower than the industry standard of 2.5 minutes (150 seconds). Use a significance level of α=0.05.  

·        Evaluate if the company should allocate more resources to improve its average TiQ. 

·        Perform a test of hypothesis to determine whether the average ST with service protocol PE is lower than with the PT protocol. Use a significance level of α=0.05.  

·        Assess if the new protocol served its purpose. (Hint: this should be a test of means for 2 independent groups.) 

·        Submit your calculations and a 175-word summary of your conclusions. 

         

ACC400 Week 1 Assignment

Exercise 16.1
Listed below are eight technical accounting terms introduced or emphasized in the reading

Work in process Inventory Cost of finished goods manufactured
Conversion Costs Cost of Goods sold
Period Cost Management Accounting
Product Cost Manufacturing Overhead

Each of the following statements may or may not describe one of these technical terms. For each statement, indicate the accounting term described or answer None if the statement does not describe any of the terms

a. The preparation and use of accounting information designed to assist managers in planning and controlling the operations of a business
b. All manufacturing costs other than direct materials used and direct labor
c. Direct materials and direct labor used in manufacturing a product
d. A manufacturing cost that can be traced conveniently and directly to manufactured units of a product.
e. The account debited at the time that the manufacturing overhead account is credited
f. The amount transferred from the work in process Inventory account to the finished goods Inventory account.
g. Costs that are debited directly to expense accounts when the costs are incurred

Exercise 16.2
Into which of the three elements of manufacturing cost would each of the following be classified?
a. Tubing used in manufacturing bicycles.
b. Wages paid by an automobile manufacturer to employees who test-drive completed automobiles.
c. Property taxes on machinery.
d. Gold bullion used by a jewelry manufacturer.
e. Wages of assembly-line workers who package frozen food.
f. Salary of plant superintendent.
g. Electricity used in factory operations.
h. Salary of a nurse in a factory first-aid station.

Exercise 16.3
Indicate whether each of the following should be considered a product cost or a period cost. If you identify the item as a product cost, also indicate whether it is a direct or an indirect cost. For example, the answer to item 0 is “indirect product cost.” Begin with item a.
0. Property taxes on factory building.
a. Cost of disposal of hazardous waste materials to a chemical plant.
b. Amounts paid by a mobile home manufacturer to a subcontractor who installs plumbing in each mobile home.
c. Depreciation on sales showroom fixtures.
d. Salaries of security guards in administrative office building.
e. Salaries of factory security guards.
f. Salaries of office workers in the credit department.
g. Depreciation on raw materials warehouse.
h. Income taxes on a profitable manufacturing company.

E-16-6
The Ryde and Rowe Inc. had the following account balances as of January 1:
Direct Materials Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 89,200
Work in Process Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178,400
Finished Goods Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253,600
Manufacturing Overhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . –0–
During the month of January, all of the following occurred:
1. Direct labor costs were $442,000 for 18,000 hours worked.
2. Direct materials costing $335,750 and indirect materials costing $13,500 were purchased.
3. Sales commissions of $216,500 were earned by the sales force.
4. $326,000 worth of direct materials were used in production.
5. Advertising costs of $36,300 were incurred.
6. Factory supervisors earned salaries of $22,000.
7. Indirect labor costs for the month were $23,000.
8. Monthly depreciation on factory equipment was $24,500.
9. Utilities expense of $17,800 was incurred in the factory.
10. Equipment with manufacturing costs of $970,100 were transferred to finished goods.
11. Monthly insurance costs for the factory were $4,200.
12. $5,000 in property taxes on the factory were incurred and paid.
13. Equipment with manufacturing costs of $1,089,000 were sold for $1,550,000.
Instructions
a. If Ryde and Rowe assigns manufacturing overhead of $84,400, what will be the balances in
the Direct Materials, Work in Process, and Finished Goods Inventory accounts at the end of
January?
b. As of January 31, what will be the balance in the Manufacturing Overhead account?
c. What was Ryde and Rowe’s operating income for January?

   

BUSI544 Week 4 Midterm Exam SCORE 100 PERCENT

Question 1 (2 points) In the case of ________ demand, consumers dislike the product and may even pay a price to avoid it.

Question 1 options:

1)           nonexistent

2)           overfull

3)           irregular               

4)           negative               

5)           declining

 

Question 2 (2 points)

Managers of ________ businesses concentrate on achieving high manufacturing efficiency, low costs, and mass distribution.

Question 2 options:         

1)           selling-oriented                 

2)           product-oriented              

3)           production-oriented        

4)           marketing-oriented          

5)           consumer-oriented

 

Question 3 (2 points)

________ combined with affordability determines the product's value proposition.

Question 3 options:         

1)           Acceptability       

2)           Affluence             

3)           Affability              

4)           Accessibility        

5)           Awareness

 

Question 4 (2 points)

When companies measure the number of people who are willing and able to buy their products, they are measuring ________.

Question 4 options:         

1)           demand                

2)           price elasticity    

3)           real needs            

4)           standard of living              

5)           disposable income

 

Question 5 (2 points)

The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.

Question 5 options:         

1)           functional and operational            

2)           strategic and tactical       

3)           corporate and operational            

4)           customer and expenditure            

5)           corporate and division

 

Question 6 (2 points)

The task of any business is to ________.

Question 6 options:         

1)           create customer needs  

2)           differentiate in terms of cost of production           

3)           deliver customer value at a profit              

4)           reduce competition         

5)           communicate similar value as provided by competitors

 

Question 7 (2 points)

The most frequently cited shortcomings of current marketing plans, according to marketing executives, are lack of realism, insufficient competitive analysis, and a ________ focus.

Question 7 options:         

1)            long-term             

2)            profit      

3)            short-run             

4)            product                

5)            price

 

Question 8 (2 points)

James Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information. Mr. Frank's task is best described as part of the ________ process.

Question 8 options:         

1)           market-sensing  

2)           new-offering realization                

3)           customer acquisition       

4)           customer relationship management         

5)           fulfillment management

 

Question 9 (2 points)

________ measures the impact of a set of causal factors (such as income, marketing expenditures, and price) on the sales level.

Question 9 options:         

1)           Time-series analysis         

2)           Statistical demand analysis           

3)           Econometric analysis       

4)           Cost effectiveness analysis            

5)           Exponential smoothing

 

Question 10 (2 points)

Suppose Concrete Express, a cement manufacturing firm, finds that its sales have increased by 3 percent this year, while industry sales have increased by 5 percent. This implies that ________.

Question 10 options:       

1)           Concrete Express has acquired additional market share in relation to the cement industry                

2)           Concrete Express is losing its relative standing in the cement industry       

3)           other players in the industry are losing market share        

4)           the absolute market share of Concrete Express has declined          

5)           Concrete Express's position in relation to the industry has remain unchanged

 

Question 11 (2 points)

With an increase in marketing expenditure, market demand ________.

Question 11 options:       

1)           continues to rise at an increasing rate      

2)           initially increases and then declines          

3)           increases first at an increasing rate, then at a decreasing rate       

4)           decreases first and then spikes    

5)           continues to increase at a decreasing rate

 

Question 12 (2 points)

Mandatory recycling laws have boosted the recycling industry and launched dozens of new companies making new products from recycled materials. Which of the following most closely resembles this situation?

Question 12 options:       

1)           Government makes reforestation mandatory for lumbering firms leading to a rise in timber production.           

2)           Government restricts industries from purchasing farmland thereby increasing agricultural produce.       

3)           Government subsidizes export of beef to promote production of beef cattle.         

4)           Government pollution control norms increase the production of pollution control equipment.         

5)           Government restricts unfair trade practices to promote international trade.

 

 Question 13 (2 points)

________ for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

Question 13 options:       

1)           Company demand            

2)           Area market potential     

3)           Market demand                

4)           Company sales potential               

5)           Total market potential

 

Question 14 (2 points)

Which of the following is considered to be the last step in the marketing research process?

Question 14 options:       

1)           presenting findings          

2)           analyzing information     

3)           controlling the environment        

4)           arriving at a decision       

5)           drafting the report

 

Question 15 (2 points)

The ________ phase of marketing research is generally the most expensive and the most prone to error.

 Question 15 options:      

1)           contact                 

2)           research planning             

3)           questionnaire design       

4)           interview design               

5)           data collection

 

Question 16 (2 points)

________ research is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

Question 16 options:       

1)           Experimental      

2)           Behavioral           

3)           Observational     

4)           Focus group        

5)           Descriptive

 

Question 17 (2 points)

A ________ scorecard records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor.

Question 17 options:       

1)           customer-performance  

2)           stakeholder-performance             

3)           marketing balanced         

4)           vendor  

5)           generic

 

Question 18 (2 points)

Which of the seven main metaphors in the ZMET reflects a sense of mastery, vulnerability, and well-being?

Question 18 options:       

1)           Balance                

2)           Transformation  

3)           Journey                

4)           Container             

5)           Control

 

Question 19 (2 points)

LifeTime Insurance screens its customers and tries to get unprofitable customers to buy services from competitors. This is an example of ________.

Question 19 options:       

1)           trying to increase the retention rate for low-profit customers       

2)           terminating the relationship with low-profit customers    

3)           enhancing the growth potential of each customer through up-selling        

4)           increasing the longevity of the customer relationship        

5)           reducing the rate of customer defection

 

Question 20 (2 points)

A profitable customer yields a ________.

Question 20 options:       

1)           cost stream that exceeds by an acceptable amount his revenue stream    

2)           revenue stream that exceeds the company's cost stream                

3)           cost stream that exceeds the company's revenue stream                

4)           revenue stream that exceeds by an acceptable amount his cost stream

 

Question 21 (2 points)

Cable TV operators and cellular carriers suffer from high levels of ________, or customer defections.

Question 21 options:       

1)           customer retention          

2)           customer churn                 

3)           detraction            

4)           share-of-wallet  

5)           customer complaints

 

Question 22 (2 points)

Which of the following is NOT a touch point for a hotel?

Question 22 options:       

1)           reservations        

2)           frequent-stay programs                 

3)           room service       

4)           laundry service  

5)           All of these are touch points.

 

Question 23 (2 points)

The 80-20 rule reflects the idea that ________.

Question 23 options:       

1)           20 percent of the company's profits are generated by the top 80 percent of customers            

2)           the top 20 percent of customers are highly satisfied and 80 percent of customers will recommend the company to a friend               

3)           20 percent of customers are unprofitable, and 80 percent make up a company's profits    

4)           the top 20 percent of customers often generate 80 percent of the company's profits                 

5)           any new product will be accepted by 20 percent of the customers immediately, but 80 percent of the customers will be up for grabs throughout the product's life cycle

 

Question 24 (2 points)

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision, the marketer is using ________.

Question 24 options:       

1)           psychological repositioning          

2)           competitive depositioning            

3)           positioning          

4)           repositioning      

5)           biased positioning

 

Question 25 (2 points)

A(n) ________ puts people into a frame of mind, such as liking or disliking an object, moving toward or away from it.

Question 25 options:       

1)           attitude                

2)           belief      

3)           feeling  

4)           position                

5)           stance

 

Question 26 (2 points)

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source?

Question 26 options:       

1)           consumer-rating organizations    

2)           mass media         

3)           acquaintances    

4)           Web sites             

5)           personal handling and examination

 

Question 27 (2 points)

Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different characteristics. He plans to make a short list of only those computers that score at least a 7 on his scale on all three characteristics. Which of the following choice heuristics has he chosen?

Question 27 options:       

1)           elimination-by-aspects heuristic                

2)           lexicographic heuristic    

3)           conjunctive heuristic       

4)           anchoring and adjustment heuristic          

5)           representativeness heuristic

 

Question 28 (2 points)

Which of the following is true about industrial buying decisions?

Question 28 options:       

1)           They are purely rational.               

2)           They are purely emotional.           

3)           They service both the organization's and the individual's needs.  

4)           Top executives are never insecure about buying products.             

5)           Individual needs legitimate the buying process and its outcomes.

 

Question 29 (2 points)

Which of the following is a form of cheating or undersupply relative to an implicit or explicit contract which usually takes place when buyers cannot easily monitor supplier performance?

Question 29 options:       

1)           institutional sale               

2)           business buying                

3)           opportunism       

4)           vertical integration           

5)           contractual transactionism

 

Question 30 (2 points)

Sometimes a rise of only 10 percent in consumer demand can cause as much as a 200 percent rise in business demand for products for the next period. This is an example of ________.

 Question 30 options:      

1)           inelastic demand              

2)           direct purchasing              

3)           fluctuating demand         

4)           derived demand               

5)           a straight rebuy

 

Question 31 (2 points)

If you performed the role of the ________ in a buying center, you would be the person that has the power to prevent sellers or information from reaching other members of the buying center.

Question 31 options:       

1)           initiator                

2)           influencer            

3)           decider                 

4)           gatekeeper          

5)           approver

 

Question 32 (2 points)

According to Patrick J. Robinson, the eight stages in the business buying-decision process are known as ________.

Question 32 options:       

1)           buyphases           

2)           buybacks              

3)           buyouts                

4)           buyables              

5)           buyoffs

 

 Question 33 (2 points)

Which of the following statements about Gen Yers is true? Question 33 options:                 

1)           They are selective, confident, and impatient.        

2)           They are more likely to associate retirement with “the beginning of the end.”       

3)           They are more pragmatic and individualistic.        

4)           They were born between 1964 and 1978.              

5)           They were the first generation to find surpassing their parents' standard of living a serious challenge.

 

 Question 34 (2 points)

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs, a strong market presence, operating economies through specializing in production, distribution, and promotion.

Question 34 options:       

1)           single-segment concentration     

2)           selective specialization  

3)           product specialization     

4)           market specialization      

5)           full market coverage

 

Question 35 (2 points)

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.

 Question 35 options:      

1)           Generation Z       

2)           Generation X       

3)           Generation Y       

4)           Silent generation              

5)           Baby boomers

 

Question 36 (2 points)

Which of the following statements accurately describes what demographers are calling the “boom-boom effect”?

Question 36 options:       

1)           Consumers are demanding more “bang for their buck.”    

2)           Baby boomers still rule the marketplace.               

3)           Generation Y and their concern about environmental issues will dominate the market in the future.       

4)           Products that appeal to 21-year-olds also appeal to baby boomers.            

5)           Companies must gain success quickly.

 

Question 37 (2 points)

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

 Question 37 options:      

1)           consumer profitability analysis    

2)           competitor indexing        

3)           service blueprint               

4)           competitive frame of reference  

5)           cluster analysis

 

Question 38 (2 points)

Which of the following statements about brand mantras is true?

Question 38 options:       

1)           They guide only major decisions, they have no influence on mundane decisions.  

2)           Their influence does not extend beyond tactical concerns.             

3)           They must economically communicate what the brand is and avoid communicating what it is not.      

4)           They can provide guidance about what ad campaigns to run and where and how to sell the brand.    

5)           They leverage the values of the brand to take the brand into new markets/sectors.

 

Question 39 (2 points)

Nivea became the leader in the skin cream class on the “gentle,” “protective,” and “caring” platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.

 Question 39 options:      

1)           competitive points-of-parity         

2)           competitive points-of-difference               

3)           category points-of-parity               

4)           category points-of-difference      

5)           competitive points-of-presence

 

Question 40 (2 points)

The three criteria that determine whether a brand association can truly function as a point-of-difference include desirability, ________, and differentiability.

 Question 40 options:      

1)           discrimination    

2)           customerization                

3)           implementation                

4)           deliverability       

5)           demand                

5)           revenue stream that equals the company's cost stream

 

Question 41 (5 points)

Consumers often have many needs that are not readily obvious. Just observing their behavior inside a retail store is not enough to get a true understanding of their “needs.” List and briefly describe, with examples, the five types of needs that most consumers have.

 

Question 42 (5 points)

What are the relative advantages and challenges of online and in-person focus groups?

 

Question 43 (5 points)

Define ‘perception’ in your own words. For a marketer, what is the key point of perception?

 

Question 44 (5 points)

Explain the concept of mass marketing. Give an example of a company that uses mass marketing.

   

 

BUSI544 Week 6 Written Assignment 2

Instructions

Read the case beginning on page 424 on Ritz Carlton. Research the company on the internet and indicate how Ritz Carlton has been able to excel in customer service. Provide specific examples. Then, discuss 3 reasons for Ritz Carlton’s success, 3 areas of vulnerability, and provide a minimum of 3 recommendations to enhance and maintain the high standards of excellence this hotel provides. You must include a minimum of 3 articles not used in another assignment that support your contentions. You may also use material from the case and related material from the text as appropriate.

BUSI544 Week 7 Discussion 13 Pricing Objectives

Think about the various pricing objectives described in chapter 16. Determining your pricing objective is important to product positioning and in setting an appropriate price.

Give an example of a company that is using survival, profit maximization, market share maximization, maximum market skimming, and product quality leadership. You may use different companies for your examples. In addition to the company and/or product name, briefly describe your reasoning as to why the product’s price illustrates the firm’s pricing objective.  Use the theories found in the textbook to back up your reasoning. Also, include what pricing objective you will use in your marketing plan.

   

BUSI544 Week 7 Discussion 14 Does it Matter Where You Sell

Let’s have a debate! Refer to Page 522 of your text. Marketing Debate: Does It Matter Where You Sell? In your position, include an example to support your position. Also include which position applies to your own channel strategy in your marketing plan.
Take a position:
Channel images do not much affect the brand images of the products they sell.
Versus
Channel images must be consistent with the brand image.

   

BUSI544 Week 7 Marketing Plan – Final – Indian Restaurant

Instructions
The finished complete version of your marketing plan is due due Sunday by 11:59 pm CT this week. It should include all sections of the Marketing Plan Report Template, including the appendices and references.

Marketing Plan Report Format

·        Cover Page: Must include the name of the business, your name, the course number and date submitted.

·        Legal Page: Template is provided at the end of this document; fill in blanks and instructor will sign to ensure confidentiality.

·        Table of Contents: Must include a complete listing of all report sections and appendices, and appropriately aligned page numbers

·        Marketing Plan Content: Report must conform to the proper format. See outline below.

 

Marketing Plan Formatting

All MP submissions should conform to the following:

·        Writing Style: First person (you are writing this marketing plan as though you will be presenting it to management in the organization)

·        Font: Calibri, Arial, or Times New Roman; 12-point font size

·        Margins: 1 inch left/right and top/bottom margins

·        Spacing

·        Single space the body of the report

·        Double Space (1 blank) between paragraphs

·        Triple Space (2 blank) between major headings and the first line of a new section

·        Headings

·        Major Headings: Bolded, underlined 14pt type and left justified

·        Secondary Headings: Bolded, underlined 12 pt type and left justified

·        A minimum of three lines of copy at the bottom and top of pages

·        Pagination

·        Upper or lower right hand corner or center bottom, including landscaped pages

·        Include page numbers of all appendices pages

·        APA style citations

 

 

Marketing Plan Content Outline/Template

1.0    Executive Summary

2.0   Situational Analysis

2.1   Market Summary

                        2.1.1   Market Demographics

                                             2.1.1.1   Geographics

                                             2.1.1.2    Demographics

                                             2.1.1.3    Behavior Factors

                         2.1.2   Market Needs

                               2.1.3   Market Trends

2.1.4        Market Growth

2.1.4.1   Graph illustrating market trends and growth

2.2  SWOT Analysis

2.2.1        Strengths

2.2.2        Weaknesses

2.2.3        Opportunities

2.2.4        Threats

  2.3   Competition

  2.4   Product Offerings

  2.5   Keys to Success

  2.6   Critical Issues

[NOTE: End of Situation Analysis]

 

3.0         Marketing Strategy

3.1       Mission

3.2       Marketing Objectives

3.3       Financial Objectives

3.4       Target Markets

3.5       Positioning

4.0      Marketing Tactics

4.1         Product

4.2         Pricing

4.4         Distribution

4.4         Communications

4.5         Marketing Research

5.0        Financials

               5.1        Break Even Analysis (Include chart; see Table 2.5 in Chapter 2 sample plan)

               5.2         Sales Forecast (Include chart; see Table 2.6 in Chapter 2 sample plan)

5.3          Expense Forecast (Include chart; see Table 2.8 in Chapter 2 sample plan)

6.0       Controls –

6.1     Implementation (Insert Table; see Table 2.7 in Chapter 2 sample plan)

6.2       Marketing Organization

6.3     Contingency Planning

Difficulties and Risks

Worst Case Risks  

            7.0            Appendices

 

            Works Cited Page

Business: A standalone restaurant offering authentic Indian cuisines
Total 38 pages with references and title page

 

 

BUSI544 Week 8 Discussion 15 Communication Audit

BRAND: NIKE
Choose a major brand and visit their website. In addition, research other forms of the brand’s promotion and prepare an informal “Communication Audit.” Locate a minimum of three different promotions or communications vehicles. Who is the target market based on the communication? What message is being communicated? Are there messages related to ethics and social responsibility? Are the promotions consistent in their message? Which of the communication forms are, in your opinion, the most effective and why? 

    

BUSI544 Week 8 Final Exam SCORE 100 PERCENT

Question 1 (2 points) ________ brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Question 1 options:

1)           Mission-driven

2)            Customer-based

3)           Product-driven

4)           Service-driven

5)           Function-based

 

Question 2 (2 points)

A consumer who expresses rational and emotional attachments to a brand to the exclusion of most other brands has reached the ________ level in the BrandDynamics Pyramid.

Question 2 options:

1)            advantage

2)            relevance

3)            presence

4)            performance

5)            bonding

 

Question 3 (2 points)

With respect to the “six brand building blocks,” brand ________ describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

Question 3 options:

1)            imagery

 

2)            judgment

 

3)            resonance

4)            salience

5)            performance

 

Question 4 (2 points)Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is a Maytag product, while the other is a newly imported South Korean brand. Adam is not very familiar with the latter and does not hesitate in choosing Maytag. This example implies that ________.

Question 4 options:

1)           the imported brand will not survive the competition from Maytag

2)            Maytag has a positive customer brand equity

3)            the South Korean company has a low advertising budget

4)            the imported brand is unreliable

5)            the Maytag washing machine has better features than the imported brand

 

Question 5 (2 points)If a consumer who is trying to decide between alternatives believes that a particular brand delivers acceptable product performance and can be shortlisted, she is in the ________ level of the BrandDynamics Pyramid.

Question 5 options:

1)           presence

2)            relevance

3)            performance

4)            advantage

5)            bonding

 

Question 6 (2 points)

Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.

Question 6 options:

1)            elements

2)            value propositions

3)            perceptions

4)            images

 

5)            extensions

 

Question 7 (2 points)

When Starbucks extended its brand into coffee drinks and ice creams to reach customers who did not use its brand, it was using a(n) ________ strategy.

Question 7 options:

1)            geographical-expansion

2)            new-market segment

3)            market-penetration

4)            larger package size

5)            increased frequency

 

Question 8 (2 points)

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this ________ defense, the outposts will be central to the organization's new competitive strategy.

Question 8 options:

1)            position

2)            flank

3)            preemptive

4)            counteroffensive

5)            mobile

 

Question 9 (2 points)

When Procter & Gamble used Gain and Cheer laundry detergents as outposts to protect a weak front or support a possible counterattack, they were using a ________ defense.

Question 9 options:

1)            flank

2)            position

3)            preemptive

4)            counteroffensive

5)            mobile

 

Question 10 (2 points)

An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a ________.

Question 10 options:

1)            marketing king

2)            market nicher

3)            segment king

4)            guerilla marketer

5)            strategic clone

 

Question 11 (2 points)

________ defense is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeps everyone off balance.

Question 11 options:

1)            Position

2)            Flank

3)            Contraction

4)            Preemptive

5)            Lateral

 

Question 12 (2 points)

________ are formal statements of expected product performance by the manufacturer.

Question 12 options:

1)            Insurance

2)            Warranties

3)            Bonds

4)            Invoices

5)            Balance sheets

 

Question 13 (2 points)

Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper products. This company has a product ________ of five lines.

Question 13 options:

1)            type

2)            length

3)            class

4)            mix

5)            width

 

Question 14 (2 points)

Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________.

Question 14 options:

1)            natural products

2)            component materials

3)            operating supplies

4)            equipment

5)            processed materials

 

Question 15 (2 points)

The way the user performs the tasks of getting and using products and related services is the user's total ________.

Question 15 options:

1)            consumption system

2)            consumable system

3)            consistent use system

4)            augmented system

5)            potential system

 

Question 16 (2 points)

Because ________ are purchased frequently, marketers should make them available in many locations, charge only a small markup, and advertise heavily to induce trial and build preference.

Question 16 options:

1)            nondurable goods

2)            durable goods

3)            services

4)            unsought goods

5)            specialty goods

 

Question 17 (2 points)

In increasingly fast-paced markets, price and technology are not enough. ________ is the factor that will often give a company its competitive edge and is defined as the totality of features that affect how a product looks, feels, and functions in terms of customer requirements.

Question 17 options:

1)            Conformance

2)            Design

3)            Performance

4)            Reliability

5)            Style

 

Question 18 (2 points)

According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is that ________ overall service quality.

Question 18 options:

1)            increasing customer expectations of what the firm will deliver improve the perceptions of

2)            increasing customer expectations of what the firm will deliver decrease the perceptions of

3)            decreasing customer expectations of what the firm should deliver decrease the perceptions of

4)            decreasing customer expectations of what the firm will deliver improve the perceptions of

5)            increasing customer expectations of what the firm should deliver improve the perceptions of

 

Question 19 (2 points)

Which of the following is true for services?

Question 19 options:

1)            All services are people-based, while goods are equipment-based.

2)            Service providers can be both for-profit or nonprofit.

3)            All service companies follow the same process to deliver their services.

4)            The client's presence is a hindrance during the service delivery process.

5)            Service providers develop similar marketing programs for personal services and business services.

 

Question 20 (2 points)

Angela switched to a new hair stylist after getting a bad haircut from her previous stylist. This is an example of which of the following factors leading to customer switching behavior?

Question 20 options:

1)            service encounter failure

2)            core service failure

3)            response to service failure

4)            involuntary switching

5)            Competition

 

Question 21 (2 points)

When sellers agree to provide free maintenance and repair services for a specified period of time at a specified contract price, they are offering ________.

Question 21 options:

1)            a complementary service

2)            payment equity

3)            a service blueprint

4)            differential pricing

5)            an extended warranty

 

Question 22 (2 points)

Often, a service problem arises from a customer's lack of understanding or ineptitude. Which of the following can help to minimize customer failures?

Question 22 options:

1)            giving customers exclusive primary service packages

2)            redesigning processes to simplify service encounters

3)            using differential pricing and shared services

4)            minimizing service intangibility

5)            working with more customers at the same time

 

Question 23 (2 points)

The ________ determinant of service quality refers to the knowledge and courtesy of employees and their ability to convey trust and confidence in the service they provide.

Question 23 options:

1)            conscientious

2)            assurance

3)            empathy

4)            reliability

5)            responsiveness

 

Question 24 (2 points)

Which of the following is usually referred to as a full-blown test market?

Question 24 options:

1)            an internal focus group

2)            a discussion group

3)            a country

4)            a city or a few cities

5)            a laboratory

 

Question 25 (2 points)

Modern firms use the ________ tool to design products on a computer and then produce rough models to show potential consumers for their reactions.

Question 25 options:

1)            morphological analysis

2)            rapid prototyping

3)            concept testing

4)            perceptual mapping

5)            conjoint analysis

 

Question 26 (2 points)

It has been observed that most new products have shorter product life cycles. What is the reason for this?

Question 26 options:

1)            Most new products do not use technology.

2)            Most new products are not backed by a marketable idea.

3)            New products do not get adequate management support.

4)            Social and governmental constraints lead to this failure.

5)            Rivals quickly copy products that are successful.

 

Question 27 (2 points)

A(n) ________ is an elaborated version of a product idea expressed in consumer terms.

Question 27 options:

1)            test brand

2)            alpha product

3)            beta product

4)            business schedule

5)            product concept

 

Question 28 (2 points)

A(n) ________ is a possible product the company might offer to the market.

Question 28 options:

1)            test brand

2)            alpha product

3)            beta version product

4)            product idea

5)            product concept

 

Question 29 (2 points)

Which of the following is the first step in setting a pricing policy?

Question 29 options:

1)            selecting a pricing method

2)            selecting the pricing objective

3)            determining demand

4)            estimating cost

5)            analyzing competitors' costs, prices, and offers

 

Question 30 (2 points)

A company has developed the prototype of a mobile phone that it plans to launch in the next few months. The phone comes equipped with the most advanced technological features. As part of its test marketing efforts, the company allows customers to examine and use the prototype and also gathers feedback regarding product features and price. The results of this test marketing effort show that customers are willing to pay at least $500, considering the phone's various features. As such, the company has discovered customers' ________.

Question 30 options:

1)            last paid price

2)            expected future price

3)            lower-bound price

4)            upper-bound price

5)            typical price

 

Question 31 (2 points)

When a company introduces a product at a high price and then gradually drops the price over time, it is pursuing a ________ strategy.

Question 31 options:

1)            market-penetration pricing

2)            market-skimming pricing

3)            value-pricing

4)            switching cost

5)            loss-leader pricing

 

Question 32 (2 points)

The key to perceived-value pricing is to ________.

Question 32 options:

1)            reengineer the company's operations

2)            deliver more unique value than competitors

3)            adopt subtle marketing tactics compared to competitors

4)            deliver more value but at a lower cost

5)            invest heavily in advertising in order to convey superior value

 

Question 33 (2 points)

When museums charge a lower admission fee to students and senior citizens, this form of price discrimination is known as ________ pricing.

Question 33 options:

1)            location

2)            channel

3)            customer-segment

4)            special-customer

5)            loss-leader

 

Question 34 (2 points)

If demand hardly changes with a small change in price, the demand is said to be ________.

Question 34 options:

1)            strained

2)            marginal

3)            inelastic

4)            flexible

5)            unit elastic

 

Question 35 (2 points)

If a producer wants to achieve rapid market penetration through a low-price policy, while a dealer wants to work with high margins to pursue short-run profitability, the source of the channel conflict is ________.

Question 35 options:

1)            unclear roles and rights

2)            goal incompatibility

3)            differences in perception

4)            intermediaries' dependence on the manufacturer

5)            strategic justification

 

Question 36 (2 points)

Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable running shoes. The shoes come with a digital component that allows them to adapt to the runner's biomechanics. To promote this new product, Spike launches an advertising campaign and entices a famous athlete to endorse the product. This is an example of a ________.

Question 36 options:

1)            trade promotion

2)            reverse flow

3)            push strategy

4)            pull strategy

5)            backward flow

 

Question 37 (2 points)

Door-to-door sales, home parties, mail order, telemarketing, TV selling, Internet selling, and manufacturer-owned stores are examples of ________.

Question 37 options:

1)            zero-level channels

2)            jobbers

3)            wholesalers

4)            manufacturer's representatives

5)            consumers

 

Question 38 (2 points)

Which of the following is a major disadvantage of using the Internet as a marketing channel?

Question 38 options:

1)            It is less effective for complex products.

2)            It lacks convenience and practicality.

3)            It cannot be used to reach a wide audience.

4)            It is considered expensive.

5)            It causes the company to lose direct contact with customers.

 

Question 39 (2 points)

An Internet service provider (ISP) is a(n) ________ company.

Question 39 options:

1)            pure-click

2)            brick and click

3)            brick-and-mortar

4)            m-commerce

5)            one-level

 

Question 40 (2 points)

In a ________ marketing system, two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity.

Question 40 options:

1)            reverse flow

2)            vertical

3)            horizontal

4)            lateral

5)            forward flow

 

Question 41 (2 points)

Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?

Question 41 options:

1)            fixed annual budget

2)            suitable for long-range planning

3)            priority given to role of promotion as an investment

4)            calculated to reflect what the company can spare for marketing communications

5)            based on the immediate impact of promotion on sales volume

 

Question 42 (2 points)

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Question 42 options:

1)            problem removal

2)            sensory gratification

3)            normal depletion

4)            intellectual stimulation

5)            problem avoidance

 

Question 43 (2 points)

Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Gabrielle and Trent use to arrive at the marketing communications budget?

Question 43 options:

1)            affordable method

2)            objective-and-task method

3)            competitive-parity method

4)            activity-based method

5)            percentage-of-sales method

 

Question 44 (2 points)

________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Question 44 options:

1)            Brand engagement

2)            Integrated marketing communications

3)            Market research

4)            Customerization

5)            Marketing research

 

Question 45 (2 points)

Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a “soft sell” approach for her new makeup line. The communications mix mode that has these characteristics is ________.

Question 45 options:

1)            sales promotions

2)            events and experiences

3)            advertising

4)            direct and interactive marketing

5)            personal selling

 

Question 46 (2 points)

A company selling in a national market often organizes its sales force along ________.

Question 46 options:

1)            functional groups

2)            geographic lines

3)            product teams

4)            brand groups

5)            product categories

 

Question 47 (2 points)

Top and middle management are primarily responsible for ________ control.

Question 47 options:

1)            annual-plan

2)            efficiency

3)            profitability

4)            technological

5)            innovation

Question 48 (2 points)

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

Question 48 options:

1)            operate leaner manufacturing facilities

2)            manage shorter supply chains

3)            operate flatter organizations

4)            practice a higher level of corporate social responsibility

5)            vertically integrate

 

Question 49 (2 points)

A product-management organization ________.

Question 49 options:

1)            often proves to be cost-effective

2)            simplifies the process of developing a national strategy

3)            focuses on building market share rather than customer relationships

4)            reduces an organization's staffing requirements

5)            allows product managers to achieve functional expertise

 

Question 50 (2 points)

Cabot (Scenario)Cabot, a large car manufacturer, has four popular car brands in different segments. It has a manufacturing facility near Detroit, MI, where parts common to all the four brands are manufactured. Other specific parts like the brake system, windshield, bonnet, locks, and so on are manufactured in separate plants. Each make has its own product manager and support staff. All product managers report to the CEO of the company.

Suppose the manufacturer pays a commission on every car sold. Then, the salesperson's commission is classified as a(n) ________.

Question 50 options:

1)            cost of labor

2)            traceable common cost

3)            nontraceable common cost

4)            advertising cost

5)            direct cost

 

Question 51 (5 points)

What is a guerilla attack? Provide an example.

 

Question 52 (5 points)

Explain the concept of line stretching and the three uses for it. Use examples to illustrate your points.

 

Question 53 (5 points)

The Norticon Group provides and manages computers and network systems for businesses and communities. Norticon sells its products through various means. It uses its sales force to sell to large customers and telemarketing to sell to smaller customers. The company also sells its products via the Internet. Explain the marketing approach being used by the company. Why would a company choose this approach?

 

Question 54 (5 points)

Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?

 

Question 55 (5 points)

What skills and competencies will marketers need to succeed in the future?

 

    

Corporate Finance Proctored Final Examination Exam Number 500305

Question 1

You complete an analysis of a new project, and the NPV is $1. You recommend that the project be accepted. Your coworker from marketing argues that the project should not be accepted because the NPV of $1 isn’t enough for a profit. Assuming the discount rate is indeed conservative, how do you respond in the following scenarios? Which project(s) should be accepted or rejected?

a. There are not any mutually exclusive projects.

b. Your coworker has an idea for another mutual exclusive project. You calculate the NPV at the new project to be $2,

c. Your coworker has an idea for another project. You calculate that the NPV of the new project is $2. The projects are not mutually exclusive.

 

Question 2

What is the difference between marginal and average tax rates? How can you determine the average tax rate? What’s most important for most financial decisions?

 

Question 3

Describe how the dividend growth model values a stock. Why isn’t it a good idea to use the dividend growth model for growth stocks?

 

Question 4

You have invested in a small, but rapidly growing company that’s starting to generate good cash flows and is becoming very profitable. The company is currently 100 percent equity-financed. Using the formula for WACC, explain why it might be a good idea to use at least some debt financing.

 

Question 5

What happens to bond prices as interest rates increase? Why?

 

Question 6

Recall that the security market line (SML) illustrates the relationship between systematic risk and expected returns. Perhaps the most famous formula and practical application of the SML is the capital asset pricing model (CAPM), expressed as follows:

 

E(R1)=Rf+{E(Rm)-R1}*B1

 

A. explain each of the variables

B. describe B1 in more detail, including its effect on the expected return on the investment. What would a beta of 1.5 suggest?

 

Question 7

You’re a consultant hired by a small company that installs GPS units in semi trucks and school buses. the company is considering investing in a project to manufacture the units themselves (instead of purchasing the new units). they’ve used their weighted average cost of capital (WACC) of 15 percent to determine that the project has a positive NPV of $3,000.

 

The CFO and CEO don’t agree. the CEO doesn’t believe that the WACC is the correct number because the project is risky: its a brand-new venture. The CFO argues that the WACC already incorporates risk, and the cost of new funds at the source (debt and equity financing) is the only thing that matters.

 

A. what is WACC? what’s the formula? Who is correct? why?

 

B. What are two different approaches to determine an appropriate cost of capital that appropriately accounts for the different risk? Walk us through the steps in how you would you proceed. (keep in mind three’s more than one correct answer) then identify an advantage and disadvantage of each of these approaches. Lastly, how would you determine if this project should be accepted or rejected ? (no actual computations are needed)