Reference no: EM132271280

QST1: Management

In Chapter 3 we are learning about Evaluating a Company's External Environment. Think of the External Factors that effect your current employer. What are some of these factors? What makes them external to the organization? Can the external factors be controlled by your current employer?

Your answer must be at least 250 words.

QST2: Marketing

After watching the video, please answer the questions listed below in your own words.

TED Talk : What physics taught me about marketing By Dan Cobley.

Your response should be a minimum of approximately 200 words and MUST address each question posed. Please DO NOT give me ONE LONG PARAGRAPH. Organize your thoughts.

Please take the time to formulate a thoughtful/specific response as the points you are awarded are reflective of the level of detail and care you put into your response. For example, points will be deducted if you provide a two-sentence response that does not address the specific question.

What, according to Dan Cobley, does physics teach us about marketing?

What is Newton's Law and what does it have to do with brands?

What is the Heisenberg's Uncertainty Principle? How does this principle relate to marketing?

What is the Scientific Method? How does this method relate to marketing?

What is Increased Entropy? How does this principle relate to marketing?

QST 3: MARKETING

 This case study will be submitted in a Word document. Please use the template provided to complete your assignment.

There are no exact answers or perfect solutions to case problems. Indeed, each recommended solution and justification can and is usually different comparatively among a group of respondents.

The solution must fit the case and must be vigorously supported.

The problem statement, analysis, selected solution, and especially the justification of the selected solution, are all critical elements in the case method. There are no short cuts to case presentations but a formalized methodology that enables the case presenter the optimal way to solve the case problem.

In addition to identifying the problem statement, analysis, selected solution, and justification of the selected solution,be sure to answer/address all of the questions given for the case.

Your responses must be complete, using terminology and concepts presented in the primary textbook as well as supplementary resources.

Be sure to cite your resources and provide the references using APA format.  Remember to reference all work cited or quoted by the text authors. You should be doing this often in your responses.

 Activity Outcomes

1. Describe the changing American society in relation to values.
2. Explain the changing demographics that influence society.
3. Summarize consumer behavior in relation to perception of the product.
4. Develop a marketing message for buyers, retirees, ethnic, and female consumers

CASE 2-8

The Hispanic market is the fastest-growing ethnic segment and bears considerable economic importance. It is being heralded as the last true growth opportunity. From 2010 to 2050, the Hispanic population in the United States is expected to grow by 167 percent, compared to 42 percent for the total population.

For many consumer packaged goods, Hispanics are expected to be the sole driver of sales growth. According to the vice president of advertising and sales of Univision, all of the growth in beverage sales will come from Hispanics and the growth in automotive sales for Hispanics is expected to be double that of non-Hispanics. According to Monica Gill, senior vice president of public affairs and government relations at Nielson:

Latinos are emerging as a powerhouse of economic influence, presenting marketers an increasingly influential consumer group that can translate into business impact. The key is to recognize that today's modern Latino is "ambicultural" with the ability to seamlessly pivot between English and Spanish languages and to embrace two distinct cultures. Understanding how to connect with this unique consumer profile will be key to successful engagement.

Each year, Advertising Age publishes its Hispanic Fact Pack, which provides valuable information about the sought-after demographic to marketers in many industries. The following five tables provide insights from the report as they relate to Hispanic use of social media, mobile marketing, and online purchasing.

HISPANICS AND SOCIAL NETWORKING

Tables A and B provide information about Hispanics' use of various social networking websites and how those websites affect the segment's attitudes. Table B details additional information about Hispanic attitudes relative to those of non-Hispanics.

TABLE A		Social Networking: Largest Multiplatform Web Properties among U.S. Hispanics by Unique Visitors
					Hispanic Composition
Rank	Properties		Unique Visitors in Thousands	Percent Reach (%)	Percent (%)	Index
1	Facebook		31,463	82.1	15.9	104
2	Twitter		18,892	49.3	16.3	106
3	LinkedIn		8,577	22.4	12.5	81
4	Pinterest		7,394	19.3	12.6	82
5	Tumblr		6,480	16.9	16.5	108
6	AddThis		3,476	9.1	14.4	94
7	Yahoo Profile		2,475	6.5	14.7	96
8	Goodreads		2,149	5.6	13.7	89
9	Quizlet		1,813	4.7	17.6	115
10	Ask.fm		1,504	3.9	27.9	182
	Total Internet: Hispanic all		38,332	100	15.3	100
	Social media/social networking		34,429	89.8	15.5	101

Note: Percent reach here is the percent of all Hispanic Internet users (38.3 million). Multiplatform data include both desktop and mobile platforms and are inclusive of website, video, and app content.

Source: ComScore, May 2014.

 

TABLE B	Attitudes Toward Social Media
People Who Agree			Percent Hispanic (%)	Percent Non-Hispanic (%)	Percent of All (%)
I am more likely to purchase products I see advertised on a social sharing/networking website.			10.9	8.3	8.6
I am more likely to purchase products I see used or recommended by friends on social sharing/networking websites.			18.3	17.8	17.8
I like to follow my favorite brand or companies on social sharing/networking websites.			23.5	20.2	20.6
Social sharing/networking websites are a way for me to tell people about companies and products that I like.			23.9	20.2	20.8
I sometimes post ratings or reviews online for other consumers to read.			18.2	17.8	17.9
I pay attention to ratings and reviews posted online by other consumers.			27.1	29.3	28.9
I often click on links or items posted by other people on social sharing/networking websites.			29.0	33.8	33.1
I often access social sharing/networking websites from different devices.			29.8	33.1	32.6

HISPANICS AND MOBILE MARKETING

Tables C and D display information about the mobile platform preferences of Hispanics and the activities in which this segment engages. The activities in Table D are further broken down into generational groups.

TABLE C		Mobile Platform Share among Hispanics
Smartphones
Rank	Platform		Share (%)	Audience
1	Google (Android)		55.9	16,995
2	Apple (iOS)		38.1	11,582
3	Microsoft (Windows)		3.2	986
4	Blackberry		2.5	773
5	Symbian		0.1	38
6	Other		0.1	20
	Total		100.0	30,405
Tablets
Rank	Platform		Share (%)	Audience
1	Google (Android)		56.4	8,414
2	Apple (iOS)		47.0	7,011
3	Microsoft (Windows)		2.8	423
4	Blackberry		0.7	101
5	HP		0.6	87
	Total		100.0	14,925

Note: Share based on three-month averages ended May 2014. Audience is in thousands.

Source: ComScore, 2014.

TABLE D	Smartphone User Activities in the Last Seven Days
		Percent Who Used This Function in the Last Week (%)
Category		Hispanic	Non-Hispanic	Hispanic Millennials	Non-Hispanic Millennials		Hispanic 35+	Non-Hispanic 35+	All Users
Camera		51.5	51.6	54.2	53.4		48.4	50.5	51.5
Download app		66.4	61.3	66.8	62.1		65.9	60.8	62.1
E-mail		79.4	82.2	78.7	83.3		80.1	81.6	81.8
GPS		41.3	38.8	42.5	43.2		40.0	36.2	39.2
IM/chat		38.1	23.1	39.4	24.3		36.6	22.4	25.4
Listen to music		37.9	30.2	41.4	33.9		34.0	28.0	31.4
Play games		52.0	50.1	54.5	50.8		49.1	49.8	50.4
Read newspapers/periodicals		17.3	16.6	19.0	17.5		15.3	16.0	16.7
Social network/blog		74.1	69.3	77.1	73.2		70.8	67.0	70.0
Talk		91.6	92.0	91.4	92.0		91.8	92.0	91.9
Messaging		93.4	91.5	93.8	90.6		93.0	92.1	91.8
Visit websites		91.6	88.0	91.0	89.0		92.2	87.5	88.6
Watch/download/stream video		52.2	37.2	58.0	42.6		45.7	34.1	39.5

Source: Experian Marketing Services, 2014. Data based on Experian Marketing Services' Simmons Connect Study, Fall 2013, for the dates of October 2013 through January 2014.

HISPANICS AND ONLINE PURCHASES

Finally, Table E illustrates the purchase behavior of Hispanic consumers relative to that of all American adults. This purchase behavior is further subdivided into the particular type of device.

TABLE E	Purchases via Device by Category:
		Percent Who Have Purchased Using a ... (%)
		Personal Computer		Tablet			Cell Phone
Category		Hispanic	All Adults	Hispanic	All Adults		Hispanic	All Adults
Apparel/accessories		54.0	59.4	52.3	47.4		36.8	29.4
Electronics		50.9	51.6	51.8	41.5		31.5	20.8
Food		22.3	22.7	32.7	23.1		15.1	11.8
Stocks/bonds/mutual funds		12.9	14.0	19.7	15.1		6.5	6.2
Tickets to movies/events		45.5	45.1	40.8	34.1		19.4	15.4
Toys/games		38.1	33.4	43.7	34.9		17.6	11.7
Travel services/reservations		52.4	58.5	40.2	32.6		17.2	10.7
Auction items		24.0	24.5	26.9	25.6		21.2	13.9
Charitable donations		17.4	16.7	18.5	16.3		16.8	11.0
Books		41.9	43.0	43.7	45.8		14.6	13.9
Music		36.3	37.5	48.0	41.6		23.8	17.0

Source: Experian Marketing Services, 2014. Data based on Experian Marketing Services' Simmons New Media Study, for the dates of January 26, 2014, through February 2, 2014. Base of device owners for each device (e.g., 54 percent of Hispanics who own a computer have purchased apparel/accessories using their computer vs. 59 percent of all computer owners).

Discussion Questions

1.	What are the opportunities and challenges facing marketers that are targeting the lucrative Hispanic market through online and mobile marketing?
2.	Based on the information in Tables A, B, C, D, and E, develop an overall marketing strategy for targeting the Hispanic market.
3.	Based on the information in Tables A, B, C, D, and E, develop an advertising campaign including (i) overall positioning strategy and core theme, (ii) key advertising copy points, (iii) visual elements, and (iv) key media outlets.
4.	Based on the information in Tables A, B, C, D, and E, develop training materials for entry-level marketing professionals (specifically those working for a company whose target segment is or includes Hispanic consumers) to enhance their interactions with consumers and to enhance their selection of media outlets when communicating with consumers.

Source: G. Llopis, "5 Steps to Capturing the Hispanic Market-The Last True Growth Opportunity," Forbes, September 3, 2013, and Crain Communications, Inc., "Advertising Age, 11th Annual Hispanic Fact Pack," Advertising Age, July 28, 2014.

Case Study 2.8 Hispanic Marketing in Online and Mobile Formats

Opening paragraph - highlight Hispanic market and importance of understanding shifts in the market.

DISCUSSION QUESTIONS

Question One: What are the opportunities and challenges facing marketers that are targeting the lucrative Hispanic market through online and mobile marketing?

Question Two: Based on the information in Tables A, B, C, D, and E develop an overall marketing strategy for targeting the Hispanic market.

Question Three:Based on the information in Tables A, B, C, D, and E develop an advertising campaign including

• Overall positioning strategy and core theme

Response

• Key advertising copy points

Response

• Visual elements

Response

• Key media outlets

Response

Question Four: Based on the information in Tables A, B, C, D, and E develop training materials for entry-level marketing professionals specifically those working for a company whose target market segment is or includes Hispanic consumers to enhance their interactions with consumers and to enhance their selection of media outlets when communicating with consumers.

Attachment:- CaseStudy 2.8 Assignment.rar