Unit 1: MK225 Internet Marketing (Assignment Question)

Assignment Question:

Define General Purpose Technologies (GPT) that drive marketing changes.  What three characteristics do they have?  What are the three GPTs that form the foundation of internet marketing and how have they driven internet marketing?

Please submit your work in an attached MS Word document and include your first initial, last name as part of the file.

Assignment Answer:

A General Purpose Technology (or GPT) that has been instrumental in driving market changes in Google. Google has a virtual toolbox of different applications that compete with almost every market and business out there. They are the top search engine in the world which drives changes from Yahoo! and Microsoft's Bing.

The three GPTs that form the foundation of internet marketing are the digital revolution, networking and individualization. The digital revolution has driven internet marketing by always evolving technologies such as computers and introducing new ones such as iPods/iPads, and using these technologies to share and communicate in a variety of like audio, video, photography and others. Networking has driven internet marketing by given individuals the ability to share products and services with customers they wouldn’t reach otherwise. Using Facebook as an example, I share a link with my friends that may in turn forward it to their friends and so on, much like word of mouth. Individualization has driven internet marketing by tuning in to the needs of the particular customer. Google and Facebook do this by tracking what sites and keywords you use and direct the advertising to mirror those needs and desires.

APA

Hanson, W. & Kalyanam K. (2007). Internet Marketing & E-Commerce. Mason, OH: Thompson Higher Learning.

HU121: Unit 7 - Assignment

Assignment Questions:

Critical Thinking Questions (200 to 250 words):

1. Compare and contrast Ethan Edwards (the protagonist in The Searchers) and Michael Corleone. 
2. Discuss the intercutting of the baptism scenes with the murders of the rival families.  What point is Coppola making about Michael? What point is he making about the sanctity of life? 
3. Don Corleone tells Michael that he had hoped he would be able to lead a different life than the one he chose, a life outside of the criminal world.  Do you think this would have been possible for Michael even if he had not? 

Assignment Answers:

1.  The characters of Ethan Edwards (from The Searchers) and Michael Corleone (from The Godfather) are similar in many ways. At the beginning of each film, they are returning from war to their families. Shortly after their return, the families are struck with tragedy.
2. The intercutting of the baptism scenes with the murders of the rival families is interesting because it shows the two lives Michael has to now lead. The point being made by Coppola about Michael is that, even though it is a struggle for him, he is doing what is best for the family. the point being made about the sanctity of life is that we are all born pure and it is our responsibility to stay or not stay that way.
3. I do not think that it would have been possible for Michael to choose a life, even if his family wasn't killed because it is too much of what is family is and it's in his blood.

MK230: Unit 7 - Assignment & Quiz

Assignment Question:

Chapter #17:

Page #588

Question #2 Question:

The chapter discusses the lack of coordination that often exists between marketing and public relations departments. Discuss some if the reasons this might occur. What can be done to reduce this conflict to achieve greater coordination?

Question # 7 Question:

The chapter discusses the increasing use of advocacy advertising and issue advertising. Explain what these advertising forms are, and why there has been such an increase in their use by profit and nonprofit organizations.

Chapter #18:

Page #610

Question #6 Question:

Describe what is meant by Relationship Marketing. Explain the reasons why it is so important for companies to engage in this practice.

Assignment Answer:

Chapter #17:

Question #2 Answer:

Some reasons that a lack of coordination that often exists between marketing and public relation departments are because either can be the dominant function, they have a lot of overlapping roles  and they may have different agenda because they are separate entities.

Question # 7 Answer:

Advocacy Advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor. While Issue Advertising may have no affiliation with a corporate or trade sponsor, they may be sponsored by an organization to bring attention to what they consider to be an important issue. There has been an increase in their use by profit and nonprofit organizations because these organization want to show their customers that they enjoying giving back to their communities and associating themselves with these issues and organizations are a way to do that.

Chapter #18:

Question #6 Answer:

Relationship Marketing is described as “an organization’s effort to develop a longterm, cost-effective link with individual customers for mutual benefit.” The reasons why it is so important for companies to engage in this practice are developing trust between the company and customer, using the consumers information to estimate profitability at the account level, and developing non traditional strategies to reach similar demographics.

Quiz:

Score: 15/25

MK230: Unit 3 - Assignment

MK230 - Unit3: "Chicken of Sea" Case Study

Case Study Discussion Questions

1. Discuss the consumer decision making process for a product such as canned/packaged tuna and the response hierarchy model this is most likely to be applicable in the purchase of this product. 
2. Discuss the role integrated marketing communications plays in the marketing of canned/packaged tuna for a company such as Chicken of the Sea International. How might the company use the various IMC tools as part of its marketing program?
3. Discuss how Chicken of the Sea’s marketing personnel and advertising agency might evaluate the appropriateness of using Jessica Simpson as a spokesperson for the company and whether she is a good fit for the brand. 
4. Discuss the pros and cons of Chicken of the Sea International hiring Jessica Simpson as a spokesperson for the company.  Can the company afford to hire her and spend the money on TV advertising to use her effectively?
5. What would you do if you were Don George?  Would you recommend that the company hire Simpson as a spokesperson? Why or why not?

Case Study Discussion Answers

1. The consumers making process for a product such as canned/packaged tuna varies depending on previous exposure such as eating it as a child and growing up using it (regular use) or being introduced to via a commercial or ad and the consumer trying it out (trial). The response hierarchy model that is most likely to be applicable in the purchase of this product is the Innovation-Adoption Model. That model starts with awareness and proceeds into interest / evaluation, then trail and adoption.
2. After taking a look at the "Chicken Of The Sea" website, I see that they use numerous Integrated Marketing Communications. They have commercials on their YouTube channel, updates of all sorts on their twitter and a avatar creator on their website to Mer-Yourself. Each of these opinions covers a specific demographic and I believe create a great marketing strategy.
3. The marketing personnel and advertising agency might consider if attracting a younger crowd by using Jessica Simpson as a spokesperson would scare away older long-turn consumers. They might also consider how it will attract more of a male audience to their product.
4. Some "pros" of using Jessica Simpson as spokesperson are exposure to a younger demographic, at the time she was topical and because of her comments, she is linked to the product. Some cons are the older demographic will not be accepting of her, as well as her fame might run out  during the contracted time. I believe the company could afford to take the risk and spend the money effectively.
5. If were Don George I would recommend hiring Jessica Simpson because she was a very popular celebrity at the time and they already had a built in connect to her, I believe it would have be unwise not to bring her in to be a representative of the company.

Links: "Chicken Of The Sea"

Website / Facebook / Twitter / YouTube

MK230: Unit 1 - Assignment

Chapter 1, Question #10

Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and  how they can be used?

It is important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools because the tools are an avenue to send a consistent message about the company and/or it’s brands to customers are become less responsive to traditional advertising.

Chapter 2, Question #9

A number of companies have tried to reposition themselves in the marketplace. Some have been successful: other have not. Cite examples of both. What are the factors that you think led to their success or failure?

Apple is an amazing example of a business who repositioned themselves very strong after some downfall. The factors that I think led them to their success are strong products, relatable advertising and clean yet classic product and store design. Although PEPSI is the second largest soft drink company they lack the long  running success that Coca-Cola had when it comes to branding. They are constantly changing focus and updating their logo. The factors that led them to their (perceived) failure, (at least in my eyes) is the lack of a consistent feel for their brand. Coca has the contoured bottle and their basically unchanged logo as icons of their company.

Chapter 2, Question #10 

Companies price their products at different levels. Some are positioned as “price” products while others take on a position of “Luxury goods.” Describe how the price positioning of a product or brand leads to different strategies for each of the other marketing variables of product, distribution, and promotion.

Price positioning leads to different strategies for products by using their high quality showing the consumers specific characters or benefits offered ad comparing them to competitors and how their products are superior. Price positioning leads to different strategies for distribution because a product developed in another country generally is priced to cover the import  costs. Price positioning leads to different strategies for promotions by giving the producers of the products the ability to reduce the cost for a sale or combining prices with other products to make package deals.

Week 2: HU121 Film In Society (The Searchers)

The Searchers (1956) IMDb / Wikipedia / NetFlix

Discussion Question:

Is Ethan Edwards a sympathetic character? Why or why not?

Discussion Answer:

Original Post
I believe John Wayne's character, Ethan Edwards, is a sympathetic character because his mother (initially), then his family and others close to him were savagely attacked and he is responding the best way he feels to avenge them. His hatred for the Comanche people isn't because of their race, but because of what they did to him.


Instructor Response
Although what you did say is very accurate/good, it does not presently have the thorough content that will earn full points.


Resubmitted Post
The character of Ethan Edwards, played brilliantly by John Wayne, is a very sympathetic character. Throughout the film there are many examples that support this statement. 


Firstly, after the initial attack, Ethan stopped Martin from seing what happen to Martha. He was protecting Martin from an unnecessary terror, so strongly that he knocked him down with a blow to the face. 


Secondly, when he found Lucy remains later from a brutal attack, Ethan chose not to tell Brad because of his possible reaction. When Brad did find out, his reaction to the information, got him killed.


For my final example, his strong expression of compassion in the film is in the final scene is when he is face to with Debbie and instead of killing her, he returns her back to home.

Assignment Question:

1. Discuss how the landscape of the film affects the storyline and your reaction to the story.

2. Compare and contrast Ethan and his brother Aron.

3. There is obviously a history between Martha and Ethan. Why do you think Martha married Aron instead?

4. Why did the film's writers choose to make Ethan a Confederate veteran? How does this impact his character and the choices he makes?

5. Does John Ford's use of lighting help to create meaning? If so, how?

Assignment Answer:

1. The landscape for this film is amazing, but being from Utah I my be a bit bias. At first the landscape is a distraction because it is claiming that it is Texas and from what I understand, Texas is fairly flat. That statement aside, the landscape added to the storyline very well. It showed how expansive and unpopulated the land was at that time, as well as desperate the times were to survive in the wild as well as back at the homestead.

2. When comparing Ethan and Aron, there a only a few similarities to point out. To them both, family is very important and they are willing to do what is necessary to protect them. Another similarity between them is their love for Martha. Although not explored in the film, you can tell that the feeling between Ethan and Martha are ver strong. The contrast between them is that Ethan was hardened by experience of a soldier and see the brutality of the what people are and can do. Aron did not have these experiences to affect his decision making. As Ethan eluded to in the film, he has done things that he is not proud of.

3. With the obvious history between Martha and Ethan, I believe she married Aron because he has been there for her while Ethan has been away. Ethan, also has been effected by the events in his life that have made him more hateful.

4. The writers of the film chose to make Ethan a Confederate veteran because he gave a backstory to how he feels towards certain situations (and enemies), as well as supporting the skills he need to get Debbie back from the Comanches. 

5. An example of Director John Ford use of lighting to create meaning in the film is just before the attack, the sky is a fire orange and red, likely to signify the looming attack and foreshadowing to the fires of the attack.

Bonus Info:

Trailer:

Links:

Goofs: http://www.imdb.com/title/tt0049730/goofs

Trivia: http://www.imdb.com/title/tt0049730/trivia