AB 219 Unit 3 Discussion

AB 219 Unit 3 Discussion

Professor & Classmates,

            #1.  Societal marketing orientation is defined as “the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals’ and society’s long-term best interests” (Lamb, Hair, & McDaniel, 2014).  Zappos fits the societal marketing orientation perfectly.  They focus on the needs and wants of the customer while also looking after society’s long-term interests.  They don’t do this to turn a profit or because they think it will result in more sales.  They do this because they believe it is the right thing to do.

            #2.  Zappos blog does a great job of practicing Corporate Social Responsibility.  This is especially evident in Zappos blog entitled “Zappos CLT: Powered by Service.”  During this blog the importance of providing excellent customer service and how much effort they put into really wowing their customers.  It is not their priority to just take care of a customer’s transactional needs, it is also their priority to create a deep and emotional connection with their customers.

            #3.  In regards to the pyramid of corporate social responsibility I think it is pretty clear to see that Zappos is at the philanthropic responsibilities level. They clearly make it a priority to contribute to the community and improve the quality of life.

            #4.  In regards to the level of morality Zappos is operating on I also think it is pretty clear in this instance that they are at the postconventional morality level.  Zappos appears to be full of employees who are less concerned about how others are viewing them and more concerned about how they see themselves. Even though it may increase profits I believe Zappos would look to see if it is morally right to make a decision first.

References:

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.

Unit 4: The External Marketing Environment

Respond to your Discussion topic after you have completed your Reading and Learning Activity.

Global Marketing

Marketers must develop a keen awareness of how the environmental factors will present opportunities or threats to the company, brand, and product being marketed. According to Lamb, et al., (2014), “global marketers face the same environmental factors as they do domestically: culture, economic, technological, political structure and actions, demography, and availability and sustainability of natural resources” (p. 55). Large corporations have traditionally been the major global competitors, but more and more small businesses are entering the global marketplace by the very fact of having an Internet presence.

To understand how a product of the United States of America (U.S.) is perceived in the global marketplace can be difficult for new marketers. To build a strong understanding of global marketing, you will consider the reverse scenario by identifying a foreign made product to market in the United States.

Directions for the Discussion Board

You should shop for a product made by a foreign firm. Possible choices for this Discussion include ethnic grocery stores (such as Latino stores or Japanese food stores) or chains such as Cost Plus or Pier One that import inexpensive products from other countries. When selecting a product, try to find one that is amusing and has obviously been poorly marketed in terms of packaging, brand name, or general lack of appeal to U.S. consumers. Take notes on these products.

As the foreign marketer of your chosen product, put together a strategy for marketing it in the United States. You have the opportunity to keep the product the way it is or to change it completely. Consider the additional costs associated with changing the product.

Using research from Chapter 5 in your textbook, write your response describing a global marketing strategy for your chosen product covering the following areas:

Checklist: address the following target market questions and those regarding the 4 P’s in your postings:

Target market: Who should be the target market in the U.S.? What variables will be used to select the target market?

The 4 P’s:

Product: Will any adaptation be made to the product features? What about the packaging? The brand name?

Price: What is a fair retail price for the product?

Promotion: How will the product be communicated to the target market? What promotional message will be used? What media will be used to reach the target market?

(Place) Distribution: Where will the product be sold? Will the product be sold on the Internet?

You might want to take a picture with your cell phone and attach it to your posted response in the Discussion area. You will be surprised at how creative and entertaining this exercise is!

References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.