1. (10 points) Discuss the differences between production, sales, market orientations and societal marketing orientations. Find two companies that represent each orientation and explain why they can be successful following that approach or present reasoning why they should change their orientation to be more successful. Use examples not discussed in class content or text. (Minimum one page). This aligns with Chapter Learning Objectives 1-2 and 1-3 and Course Learning Objectives CO1 and CO11.
2. (10 points) Briefly define demography, then define Tweens, Teens, Generation Y (Millennials), Generation X and Baby Boomers. Explain how demographics and social factors affect marketing. (Your definition should include size of demographic group, years that are covered and demographic consumer specifics. Provide examples of targeted products or services per segmentation.) (Minimum one page) Use your text, on-line source and this article to assist you with your response: http://www.targetmarketingmag.com/article/how-millennials-gen-xers-and-baby-boomers-use-media/ (Links to an external site.)Links to an external site. This aligns with Chapter Learning Objectives 4-1, 4-2, and 4-3 and Course Learning Objectives CO1 and CO11.
3. (20 points) Perform a detailed, supported SWOT analysis on Wendys, Burger King, In-N-Out Burger or Sonic. (It cannot be the company you used in Discussion 3). There are different ways to approach a SWOT. One way is to list 5-7 items in order of significance, with bullets, for each part: strenghts, weaknesses, opportunities, and threats. After each 5-7 item list, that must be supported with references/facts to back-up your claims, write a paragraph(s) following each part, expanding and supporting your analysis. (Minimum two pages) Here are some examples of SWOTs done by my students by the end of a semester, so these are a little higher level than what is expected at this time, but these give you an idea of different ways to approach the task and what one needs to look like for your final paper. Example SWOTs.pdf
DO NOT simply find a SWOT analysis done by someone else and include it. This should be original work. You need to review at least a dozen articles, truly researching the company and the market, to be able to gain an informed perception about the company, supported with facts. Do not just use one source, nor another student’s work. All sources need to be in the past three and half years (2015, 2016, 2017…or 2018). Again DO NOT cut and paste or plagiarize in this SWOT analysis. As a note, if listing products, you can simply overview product lines or SBU’s.) This aligns with Chapter Learning Objectives 2-1, 2-2, 2-5, 2-6, and 2-8 and Course Learning Objectives CO1, CO3, CO6, CO7, and CO11. SWOT Analysis Overview.pdf
Final 10 points is for proper formatting, in-text referencing, grammar, following directions, etc.
Format: 1.5 or double line spacing, Times New Roman, Cambria or Calibri 11 or 12 font, Title Page required, pages should be numbered. Overall follow APA guidelines for papers, but no abstract required. Remember each answer starts on its own page and numbered with the question. If the answer is, for example, one and half pages, then the question’s answer will start on a new page following that. The answers should not be all one paragraph. Use paragraphs, develop the essays, each question/answer starts on its own page and is properly numbered/identified. This means including the number and question before writing the response. ONE reference section at the end of the entire paper.