Author: PAPERLINK

  • THE DEFINITION DANCE – Anti-Racism/Social Justice Assignment Assignment Overview

    THE DEFINITION DANCE – Anti-Racism/Social Justice Assignment
    Assignment Overview:
    Even the most common terms related to race spark confusion, and controversy, and can even provoke hostility. Shared understanding is essential to communication, yet language and definitions are abstract, ambiguous, and evolving. Coming to shared understandings of core ideas are essential to constructive dialog about race. We generally operate as if our personal interpretations of keywords are correct and are the same as those around us. This is known as the Egocentric Bias or False Consensus effect. This assignment is intended to illustrate that meaning must be negotiated, not automatically inferred, and that our biases and egocentric assumptions often get in the way of productive argumentation. Furthermore, this assignment highlights an appreciation for empathy and the need for diverse and credible evidence to support key definitions, which are essential to developing compelling arguments.
    Student Learning Outcomes:
    Identify and address the ways racism and anti-Blackness are perpetuated through everyday communicative actions and institutionalized practices.
    Effectively listen to prepared and spontaneous discourse by using active listening skills
    Carefully assess claims, supporting materials, and arguments
    Demonstrate skills for working collaboratively, including articulating a perspective, rationale, and exchange of ideas in forming a group goal;
    Demonstrate perspective-taking skills, both as a speaker and listener
    Learn to host dynamic discussions
    Specific Requirements:
    Pick (or be assigned) a partner.
    Choose (or be assigned) ONE of the following term(s):f. Prejudice 3. REFLECT. Write down your personal definition of the term(s) you’ve been assigned, prior to discussion with your partner and prior to doing any research. (3-5 mins) 4. DISCUSS your initial definitions with your parter. Listen actively. Compare and contrast what each of you wrote. Discuss what informed your definition, especially any EVIDENCE you are drawing upon and any PERSONAL experiences/biases/prejudgements that informed your initial understanding of the term (s). Strive to be forthcoming, vulnerable, and respectful. 5. RESEARCH. Find credible research related to the term(s) with your partner. 6. PRESENT/DISCUSS. Come up with a robust shared definition to present to the class. As part of your definition, include EACH of the following types of evidence to support your definition: facts, statistics, examples, testimony, and narrative. With your partner, present your definition (and the evidence that supports it) to the class. Be sure to include a discussion of how your initial biases and assumptions influenced your definition and how your understanding of the terms changed as you attempted to reach a mutual understanding. Be prepared to floor questions and discuss your conclusions (approximately 10 mins). The discussion should be roughly 1/2 of your presentation time. 7. POST your example (1-2 slides). Abbreviate content via bullets. Evaluation Criteria:
    Clarity of definition.
    Supporting evidence to help illustrate your definition.
    Presentation/discussion.
    EXAMPLE – Black Lives MatterDefinition: A socio-political movement focused on addressing systematic institutionalized racism and violence directed at African Americans. Facts: Organized in 2013 as a response to the acquittal of Trayvon Martin’s murderer, George Zimmerman.Statistic: There are now over 40 member led chapters of BLM as of 2020. Testimony: On the 2020 protests; “It is very moving, very moving, very impressive. I think what the people in DC and around the nation are sending a mighty, powerful and strong message to the world that WE WILL GET THERE.” – Congressman John Lewis. Example: BLM founders Alicia Garza, Patrisse Cullors, and Opal Tometi call for an end to the war on black people, reparations, divestment in racist institutions, economic justice, community control, and independent black political power.Narrative: Vice-President Mike Pence said that he believes that all lives matter. I had a discussion with my family about why this statement is problematic and hurtful. I argued that it takes away from the focus of what has been going on towards the African American community and mischaracterizes BLM as suggesting Black lives matter more than other races, which was never the intention. Its like if you said you were diagnosed with cancer and then someone responded, all illnesses are horrible, and shifted the conversation away from your crisis. After a long discussion, we came to the agreement that BLM means that all lives can only matter when Black lives are treated with equality and justice. Definition Dance Evaluation RubricSpeaker’s Names: Speaker’s Topic:Supporting Material (25 points possible) Points Earned_______(5 types of quality evidence, clear well thought out definition, novel and interesting info, internal cites, variety of sources, appropriate level of sophistication, balance of evidence and opinions, developed thoroughly)comments:Vocal and Physical Delivery (25 points possible) Points Earned_______(extemporaneous, direct eye contact, illustrative gestures, purposeful movement, dynamism, few verbal fillers, good volume, conversational tone, enthusiastic, articulate, clear, appropriate rate, vocally variant, effective visual)comments:Discussion (25 points possible) Points Earned_______(Set up even handed discussion, asked open questions, called on peers, moderated effectively, disallowed discussion to be dominated played devil’s advocate, 50% of presentation time allotted to discussion)comments:Overall effectiveness (25 points possible) Points Earned_______ (Sophistication, quality relative to peers, effort level, originality & pt. of view, time management, respected differing viewpoints, dynamic, breadth and depth, persuasive, provocative)comments:

  • As your Autobiography of Play assignment is due Thurs. (9/12) please share with

    As your Autobiography of Play assignment is due Thurs. (9/12) please share with us what your play experiences were like in the past and when you were growing up. Do you feel your motivation to play has changed over the years? What has stayed the same? How was it for you to reflect on your experiences?im gonna include my biogrpahy that i subitted last week as a reference and this weeks lectures below
    http://scholarpedia.org/article/Consequences_of_Pl…
    https://www.psychologytoday.com/intl/blog/freedom-to-learn/201206/free-play-is-essential-for-normal-emotional-development?eml=

  • Assignment Question(s): Why is strategic management important for a corporatio

    Assignment Question(s):
    Why is strategic management important for a corporation’s competitive advantage?
    How does strategic management typically evolve in a corporation? Give examples
    Why does a corporation need a board of directors? What is the relationship between corporate governance and social responsibility? Give examples from the actual market.
    Choose any corporation from the Saudi market and discuss the forces driving its industry competition (review chapter 4-slide 18).

    Notes:
    Your answers MUST include at least four scholarly peer-reviewed references, using a proper referencing style (APA). Remember that these scholarly references can be found in the Saudi Digital Library (SDL).
    Make sure to support your statements with logic and argument, citing all sources referenced.
    Avoid plagiarism, the work should be
    in your own words, copying from students or other resources without proper
    referencing will result in ZERO marks. No exceptions.
    ·
    All answered must be typed using Times
    New Roman (size 12, double-spaced) font. No pictures containing text will
    be accepted and will be considered plagiarism).
    Submissions without this cover
    page will NOT be accepted.

  • Write a 100 word reflection per current event presentation as if you listened to

    Write a 100 word reflection per current event presentation as if you listened to the presentation. (3 total, 300 words)

  • Burger King Q1: Business Canvas Model of the company (3 Marks).Design a business

    Burger King
    Q1: Business Canvas Model of the company (3 Marks).Design a business canvas model of the company(Burger King)and explain each element by writing at least 2-3 lines for each.
    Important Notes:
    Need references and use APA style for writing the references
    All answered must be typed using Times New Roman (size 12) font. No
    Use 1.5 line spacing and adjust it to all paragraphs (alignment).
    kindly avoid plagiarism💙

  • CONDUCT AN OUTLINE – CHOOSE THE 2 COUNTRIES OF YOUR CHOICE THAT IS MENTIONED IN

    CONDUCT AN OUTLINE –
    CHOOSE THE 2 COUNTRIES OF YOUR CHOICE THAT IS MENTIONED IN THE LITERATURE REVIEW (PROVIDED) AND CONDUCT AN OUTLINE THAT COMPARES AND CONTRASTS THE LEGAL SYSTEMS OF THOSE 2 COUNTRIES. YOU MUST USE ALL 12 OF THE REFERENCES PROVIDED IN THE LITERATURE REVIEW (ATTACHED). For the final paper, it will discuss the issues of due process, search and seizure, self-incrimination, the right to counsel, and any other constitutional protections you would or would not be entitled to in these countries.
    Your outline should account for at least 12 pages of content, plus title, abstract, and reference pages. Incorporate the 12 sources from your literature review into your outline. Include the headings and sub-headings you anticipate for the paper. For each level 1 heading include a sentence or two to describe your anticipated content and refer to the supporting documents from your literature review.
    Your outline should follow the guidelines for an APA Style formatted paper including double-spaced sentences, in a 12pt. font, with 1-inch-wide margins

  • Data set? How can students analyze their data and create tables and figures in excel?

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    Data set 

    How can students analyze their data and create tables and figures in excel?

    Due Date: 9/16/2024  11:30am

    Learning Objective: Students will learn how to create graphs and tables in excel to properly present data in a scientific format. 

    Materials: Three datasets provided by the TAs; files are downloadable from Canvas and computer access.

    Instruction:  Following the demonstration and discussion lead by the TAs please use the datasets provided to present data visually in both a graphic and table format.  Please choose the best option to present your data visually in graph format and average rows to present data in a table format.

    Introduction: Typically, when you collect data in the field, you will enter the data by building an excel file. For this lab, the excel data files has been provided to you the form of three separate datasheets. Please review the files, read the following instructions to create tables in Microsoft Word and figures in Microsoft Excel, and then complete the assignment at the end of this document. Data organization is a key component of scientific research, as well properly displaying the data you collected to show trends. 

    Steps to create figures in Microsoft Excel:

    • Build excel spread sheet
      • Columns should be labeled appropriately
    • Enter data
      • Enter individual data points for data collection
      • Double check data to make sure there are no mistakes
    • Create graph
      • Select the columns or rows you are graphing
      • Select “insert” on the excel file and then select the chart (graph) type you would like to use. Please view multiple options before selecting the chart type to best represent your data.
      • Click on the chart to format the chart.
      • Click on your data point on the chart to add or delete chart elements including:
        • Axes
        • Axis title
        • Axis legend
        • Add or change color
        • Title graph – use a meaningful title that can stand alone explaining what the graph represents.
      • Average data for tables and graphs using excel
        • Select a blank cell on the excel file at the end of the row or column you would like to average.
        • From the menu select “home” and then “autosum”
        • Click on “autosum” & then “average” and select the data within the column or row you would like to average.
        • Please note there are additional functions you can select in addition to average.

    Steps to Create Tables in Microsoft Word

    • Go to “Insert”, click on “Table”, then select “insert table” and select the appropriate number of rows and columns. It is easy to add or delete rows or columns after creating the table by highlighting a row or column, right-clicking on your mouse and select insert or delete.

    Assignment: Please use the three datasets given to individually complete the following assignment.  Please do not forget to give your tables and charts titles that explain the dataset and label all axes on your graphs. You only need to turn in the graphs and tables.

    Datasets: Your excel has three tabs, one for each of the datasets below.

    1. Nest Depredation
    2. Create a table that shows the average number of nests depredated by nest type on Day 4, Day 8 and Day 12
    3. Create a graph that shows how nest predation differed by nest type
    4. Sacramento Mountain Salamander
    5. Create a graph that depicts how the number of salamanders on the surface varied with % humidity.
    6. Chihuahuan Desert Vegetation Variables
    7. Create a graph that compares % Canopy Cover (%CC), % Bare Ground (%BG) and % Grass for both habitat types.
    8. Create two pie charts to compare % Grass, %BG and % CC for edge vs center plots – to do this you will need to average %CC,%BG and % Grass for each plot.

      The post Data set? How can students analyze their data and create tables and figures in excel? appeared first on College Pal. Visit us at College Pal – Connecting to a pal for your paper

    • Consider a public relations or marketing campaign you can recall that impressed you. Was it a new product launch, a plea from a non-profit, public informatio

      The post Consider a public relations or marketing campaign you can recall that impressed you. Was it a new product launch, a plea from a non-profit, public informatio is a property of College Pal
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      Consider a public relations or marketing campaign you can recall that impressed
      you. Was it a new product launch, a plea from a non-profit, public information,
      or a special event?
      • What about it caught your eye, and why do you think it was successful or not?

        The post Consider a public relations or marketing campaign you can recall that impressed you. Was it a new product launch, a plea from a non-profit, public informatio appeared first on College Pal. Visit us at College Pal – Connecting to a pal for your paper

      • Compare and contrast the role of a prison warden with that of a jail administrator. Describe some of the challenges of those administrative positions.

        The post Compare and contrast the role of a prison warden with that of a jail administrator. Describe some of the challenges of those administrative positions. is a property of College Pal
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        compare and contrast the role of a prison warden with that of a jail administrator.

        Describe some of the challenges of those administrative positions. 

          The post Compare and contrast the role of a prison warden with that of a jail administrator. Describe some of the challenges of those administrative positions. appeared first on College Pal. Visit us at College Pal – Connecting to a pal for your paper

        • Classify the product. Use appropriate terminology/vocabulary. Q2. Demographically, which consumer(s) might be interested in purchasing? Q3. What is the likel

          The post Classify the product. Use appropriate terminology/vocabulary. Q2. Demographically, which consumer(s) might be interested in purchasing? Q3. What is the likel is a property of College Pal
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          Attempt this Discussion assignment upon completion of reading chapter #1 and studying the associated materials provided. 

          Kotler tells us that Marketing is about creating and delivering products of value to selected target market members. 

          Answer the following three questions by writing one complete paragraph.

          Q1. Classify the product. Use appropriate terminology/vocabulary.

          Q2. Demographically, which consumer(s) might be interested in purchasing?

          Q3. What is the likelihood of the product being successful and profitable? Find online research supporting your answer. Cite the source.

          Your response must be a 300-word narrative (paragraph containing complete sentences, proper grammar and punctuation). Your response must include at least five terms/vocabulary learned to-date. Your response must cite two references. See Course Tools > Reference List. +5 points 

          • attachment

            231Chapter1Supplement_CVP.pptx
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            231KotlerChapter1.pptx

          Module at a glance

          Intro – What is a Customer Value Proposition

          Defining Customer Value

          Types of Value Propositions

          Elements of effective and ineffective CVPs (analysis of Value Propositions).

          Analysis of Customer Value Propositions: Students research and analyze a series of Value Propositions (includes recognizing weak Value Propositions and transforming these to effective value propositions

          Tools and techniques for building a CVP

          Designing Value Propositions: Researching, evaluating and writing CVP’s

          Learning Objectives

          Understand the value of having a Customer Value Proposition (CVP); illustrated by examples of real-world Companies across a variety of business settings

          Introduce the key elements of researching, analyzing and writing Value Propositions

          Recognize what a CVP is and is not;

          Acquire the tools and techniques for writing effective Value Propositions

          Enhance problem-solving skills by offering an approach and set of analytical tools (e.g. concepts, frameworks, templates) for creating Value Propositions

          Enhance written and oral communication skills; while improving the ability to work effectively in team and collaborative situations

          Fundamentals of Customer Value

          Customer Value

          Mohan Sawhney on Customer Value

          Author & Professor, Kellogg School of Management, Feb 3, 2010.

          Video: 4:22 min

          Prof. Mohan Sawhney is a globally recognized scholar, teacher, consultant and speaker in business innovation, modern marketing and enterprise analytics. Business Week named him one of the 25 most influential people in e-Business. He is also a Fellow of the World Economic Forum. He advises and speaks to Global 2000 firms and governments worldwide and his consulting clients include most of Fortune 100 companies. Prof. Sawhney has authored seven management books: his most recent book,  The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on the WSJ bestseller list. He holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania.

          “You must understand what the end customer wants as it will not be possible for you to transform yourself until you understand how your customer is being transformed and being disrupted.”

          Mohan Sawhney. Opening Keynote,

          Edge 2017, August 14, 2017. https://www.arnnet.com.au/article/625940/edge-2017-may-live-interesting-times/

          What is Customer Value?

          Value is customer-defined

          The first lesson on value is that what you sell (products and services) is not what your customers buy (utility and value).

          Value is about Outcomes

          To understand how customers define value, you must focus on the outcomes that customers want when they buy and use your products.

          Value is contextual

          Value is multidimensional

          Value is a trade-off

          Total benefits that customers get vs total costs they incur

          Value is relative

          Based on the next-best alternative

          “What the business thinks it produces is not of first importance. … What the customer thinks he is buying, what he considers value, is decisive. And what the customer buys and considers value is never a product. It is always utility, that is, what a product does for him.”

          Peter Drucker,

          Patriarch of Management Theory

          “In the factories, we make cosmetics. In the department stores, we sell hope.”

          Charles Revson, Founder of Revlon

          Article: Fundamentals of Customer Value, Mohanbir Sawhney, Kellogg School of Management.

          https://mthink.com/legacy/www.crmproject.com/content/pdf/CRM4_wp_sawhney.pdf

          Why is customer VALUE important?

          Customers want value, not products

          Companies that deliver value grow faster

          Companies that deliver value to their customers enjoy a competitive edge in the market

          Value has strategic importance for a company as every touchpoint or interaction a customer has with that company, its products, services impacts value – i.e., promotes – adds to, detracts from.

          Managing customer value is essential in today’s information-based, big-data, service-now economy — in fact, it can be the game-changer

          What is a Customer Value Proposition

          A value proposition is a promise of value to be delivered.

          It’s the main reason a prospect should buy from you

          (and not from your competitor)

          HubSpot Infographic: How to Write a Great Value Proposition [Infographic], Lindsay Kolowich, June 5, 2018

          Value Proposition Infographic

          Customer Value Proposition Defined

          Mohan Sawhney, Kellogg School of Management,

          Feb 3, 2010. 5:19 min

          VIDEO

          Creating Customer Value

          Creating value is about getting the customer experience right.

          Business strategy and customer experience: A CEO’s Perspective.

          PwC, March 31, 2016 (2:14 Min)

          Delivering unique, personalized experiences

          “Serving customers is about value – wanting it, creating it, exchanging it – always has been.”

          CX = Customer Value = Growth

          VIDEO

          Creating Customer Value – Intuit CEO

          Brad Smith, CEO, Intuit, talks about Intuit’s journey and it’s innovative approach to creating customer value. Sept, 2014, 3:12 min

          VIDEO

          CORE COMPETENCIES:

          Customer-driven innovation

          Design for delight (rapid experimentation (prototypes)

          Customer Value Proposition

          Part of a firm’s business model

          An element of strategy

          A reflection of the value a firm offers its customers

          A carefully crafted marketing message

          Communicates a clear point of differentiation

          Value propositions have five fundamental elements:

          Appeal – I want this

          Exclusivity – I can only get this from you

          Clarity – I understand this

          Credibility – I believe you

          Proof

          Michael Porter’s Model

          Which customers?

          Which needs?

          What relative price?

          WHAT END USERS AND CHANNELS?

          WHICH PRODUCTS, SERVICES, FEATURES?

          PREMIUM OR DISCOUNT?

          A value proposition answers these there questions:

          A Value Proposition is not…

          Is not a slogan

          Is not a catch phrase

          Is not a tagline

          Is not a positioning statement

          Is not a list of features and benefits

          Is not product-centric

          Is not an elevator pitch

          Benefits of a compelling Value Proposition

          Provides customers a reason why they should buy from you!

          Provides customers an immediate understanding of what your company has to offer – i.e., value to the customer

          Differentiates the Company/Product from the competition

          Funnels the right customers to your company – attracts the ideal customer to your business

          It envisions the customer experience

          Perspective on Value

          Kevin Keller discussed the concept of points of parity versus points of difference in his article for Harvard Business Review, “Three Questions You Need to Ask About Your Brand.” He used it with respect to brand positioning, product development, and brand extensions.

          Points of Parity (POPs): These are the features you offer that are important to your prospects that you also share with your competitors. Most marketers spend their time here, loudly trumpeting how they can do what their competitors do too, only *better*! That’s a strategy to fail.

          Points of Difference (PODs): Here’s where you can win the game. These are the features that are important to your prospects and not available from your competitors.

          Points of Irrelevance (POIs): You may have spent a lot of effort developing great features, but if nobody wants them, you should kill them.

          Source: Three Questions You Need to Ask About Your Brand, Kevin Lane Keller, Brian Sternthal, and Alice Tybout, HBR, September 2002.

          Driving Customer Value – Caterpillar

          Caterpillar Defines Customer Value

          Video: Caterpillar’s Director of IoT on improving the value proposition for customers (4 min)

          VIDEO

          Article: Smart Iron – How Caterpillar is Leveraging Data to Maximize Customer Experience, Quick Base, Blog, January 17, 2017. https://www.quickbase.com/blog/smart-iron-how-caterpillar-is-leveraging-data-to-maximize-customer-experience

          “Our vision is that by enhancing our Cat Connect Technology and Services offerings, entire fleets and worksites – every machine, engine, truck, light tower, smart device, and drone – will eventually share data on one common Caterpillar technology platform and speak the same language. Today we have over 500,000 connected assets, making it the largest connected industrial fleet in the world.”

          Value Proposition Examples

          Article: 7 of the Best Value Proposition Examples We’ve Ever Seen

          By Dan Shewan, WordStream, April 13, 2018

          7 of the Best Value Proposition Examples We’ve Ever Seen

          Apple iPhone – The Experience IS the Product

          Value Proposition Examples

          32 of the BEST Value Propositions (Plus How to Write Your Own)

          Hyperlink to article…

          Scroll through and select illustrative examples

          What Is Value Proposition & How to Write It (Examples & Templates)

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          ,

          Chapter #1. Creating Consumer Value and Engagement. What is Kotler’s definition of marketing? What is the AMA? What is the AMA definition of marketing? Who is Seth Godin? What is his definition of marketing? What can be marketed? How are products classified?

          According to Kotler

          “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”

          AMA Definition of Marketing

          The American Marketing Association offers formal definition of marketing.

          Marketing is 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.

          American Marketing Association

          3

          Seth Godin https://www.youtube.com/watch?v=rrNt3R_FTDo

          Marketers start by investigating and understanding consumers the firm seeks to serve. We identify consumer needs, wants and desires. Only then can we create successful products.

          What is a product?

          We have been using the term product and it is important to define and understand the classification system. It is imperative to understand the concept of product, before examining theory regarding strategy.

          What is a product? an item/object or system made available for consumer use; it is anything that can be offered to a market to satisfy a consumer need, want or desire.

          Products are offered to two types of end-users: final consumers and/or organizational/institutional buyers

          What is the difference between a final consumer and organizational/industrial consumers?

          A final consumer is an end user of a finished product or service. A final consumer purchases products (goods and services) for self, family or household consumption.

          What is the difference between a final consumer and organizational/industrial consumers?

          Organizational or industrial consumers purchase capital equipment, raw materials, semi-finished goods, and other products for use in further production or operations or for resale to others. Incl. Manufacturers, Wholesalers, Retailers, Government and Non-profit Organizations.

          The product classification system In this class we study the final consumer and the associated product classification system.

          Final consumer products are goods or services

          A final consumer good is a tangible item

          A final consumer service is intangible

          Final consumer products are classified in four ways

          Final consumer services are classified in two ways

          Final Consumer Goods (tangibles)

          4 TYPES OF CONSUMER PRODUCTS AND MARKETING CONSIDERATIONS: CONVENIENCE, SHOPPING, SPECIALITY AND UNSOUGHT PRODUCTS

          Convenience Goods

          Shopping Goods

          Specialty Goods

          Unsought Goods

          The four types of consumer products all have different characteristics and involve a different consumer purchasing behavior. Thus, the types of consumer products differ in the way consumers buy them and, for that reason, in the way they should be marketed.

          Convenience goods

          Among the four types of consumer products, the convenience product is bought most frequently. A convenience product is a consumer product or service that customers normally buy frequently, immediately and without great comparison or buying effort.

          Examples include articles such as laundry detergents, fast food, sugar and magazines. Convenience products are those types of consumer products that are usually (1) low-priced, (2) distributed or placed in many locations to make them readily available when consumers need or want them, (3) represent low involvement and (4) may or may not hold high brand loyalty as consumers do not usually make comparisons of competing brands.

          These products require some specific marketing strategies.

          Final Consumer Convenience Goods

          Final Consumer Convenience Good are further classified as:

          Staples – food, drugs, beverages, tobacco, and basic household products. These are things that people are unlikely to reduce their demand for when times are tough because people see them as basic needs.

          Impulse – an unplanned purchase. Examples might include fresh flowers, some OTC pharmaceuticals, lightbulbs

          Emergency – are bought quickly when they are urgently needed in times of crisis. Examples might include snow shovels, umbrellas, tarps, tents, flashlights, lighters and candles.

          Marketing Strategies for Convenience Products

          As many of these products are quite generic and easily replaceable, competition is extremely high. At the same time, product differentiation is difficult. Think of e.g. sugar: how would one manufacturer make a brand of sugar brand stand out, while sugar is more or less the same across brands?

          The primary marketing strategy for convenience products is extensive distribution. This means that the product must be placed in many different locations – across distribution channels, across retailers, and also within shops. The brand of would be placed as sugar prominently as possible in supermarkets, convenience stores, etc. The brand would not want to occupy the lowest shelf but be as visible as possible. And, the brand could be placed in various locations throughout the retail outlet to gain the highest level of exposure.

          Another common marketing strategy for convenience products is the use of the Integrated Market Communications tool of sales promotion, i.e., coupons.

          Finally, the packaging on a convenience product is generally very brightly colored or contains images that will easily attract the customer. Packaging is a very important aspect of marketing strategies for convenience products because it is what initially attracts the customer to the product for the first time that they make a purchase of this particular product. Once a consumer has bought the product, it will most likely be purchased again if the consumer is satisfied. This is the importance of the right impression.

          Shopping Goods

          Shopping goods are products that the customer usually compares on attributes such as quality, price and style in the process of selecting and purchasing.

          Thus, a difference between the two types of consumer products presented so far is that the shopping product is usually less frequently purchased and more carefully compared. Therefore, consumers spend much more time and effort in gathering information and comparing alternatives.

          The types of shopping goods are: furniture, clothing, used cars, airline services etc. As a matter of fact marketers usually distribute these products through fewer outlets, but provide deeper sales support in order to help customers in the comparison effort.

          The two types of shopping goods are homogeneous and heterogeneous.

          Heterogeneous shopping products are unique. Think about shopping for clothing or furniture. … In contrast, homogeneous shopping products are very similar.

          Specialty Goods

          Specialty products possess unique characteristics or brand identifications for which a significant group of consumers is willing to make a special purchase effort.

          Specialty product illustrate high involvement

          Specialty products for many consumers (not all) represent once or twice in a lifetime purchases

          Specialty products have high price tags

          Specialty products typically do not hold brand loyalty – less likely for brand comparisons

          Example:

          Some cars, professional and high-prices photographic equipment, designer clothes etc. A perfect example for these types of consumer products is a Lamborghini.

          Unsought Goods

          Unsought products are those that a consumer either does not know about or knows about, but does not consider buying under normal conditions and/or do not buy until buyers become aware of them.

          Most new innovations are unsought until consumers become aware of them.

          Examples: life insurance, pre-planned funeral services etc.

          What marketing strategies are effective for unsought goods?

          Unsought products require much more promotion and marketing efforts than other types of consumer products. The focus of strategy includes:

          Providing basic information about your products

          Emphasizing benefits

          Final Consumer Services (intangibles)

          Services represent a large sector of the global economy.

          Services offer intangible consumer value

          TYPE OF SERVICE: EXAMPLES:
          Restaurants out-of-home dining
          Travel flights, cruises
          Clubs Theme Parks, Cinemas
          Media Streaming entertainment
          Events Concerts
          E-commerce Websites that allow the delivery of goods at home
          Leasing Access to capital for auto, rent etc.
          Utilities Services for water, gas, electric
          Culture Museums
          Information Technology Wireless communication networks
          Leisure Spa service
          Insurance transfer of risk for fee
          Quality of Life education and medical services
          Professional services legal
          Finance banking

          Check your understanding

          Identify the specific classification of each of the final consumer products featured.

          1

          2

          3

          4

          5

          6 LG Washer

          7

          8

          9

          10

          Convenience impulse

          Convenience staple

          Specialty

          Unsought

          Shopping good – homogeneous

          Shopping good – heterogeneous

          Service

          Service

          Convenience emergency

          Specialty

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