MKT 571 University of Phoenix Week 6 Alibaba Social Ethical and Legal Issues Paper Purpose of Assignment The purpose of this assignment is to help student

MKT 571 University of Phoenix Week 6 Alibaba Social Ethical and Legal Issues Paper Purpose of Assignment

The purpose of this assignment is to help students think through the importance of social, legal, and ethical issues that may arise with their product or service and the implications of decisions made within those frameworks. It is designed to help the learners understand ethical and legal issues related to marketing practices. This knowledge helps to prevent such issues when developing the marketing strategies in their marketing plan. The executive overview of the marketing plan is not a summary and conclusion, but an overview of what the plan entails and what it does not address.

Assignment Steps

Note: the Social, Ethical, and Legal Implications assignment is part of the total marketing plan as outlined in the grading guide. It is not a separate paper. Your submission for this week is a single paper comprised of work submitted in prior weeks, adjusted according to feedback received, and then combined with the two sections created this week as described below.

Resources: Marketing Plan and Outline

Producing and marketing a product without regard to ethical, legal, and social considerations is detrimental to the overall success of any company.

Assess in a maximum of 700 words the ethical, legal, and social issues affecting your product or service in two markets: the United States and one international market. Domestic market generally means the market where the company headquarters are located. If you choose a domestic market that is not the U.S., then your other market is required to be the U.S. marketplace. This will be added to the Target Market section of your Marketing Plan.

Include the following:

Develop a process to monitor and control marketing performance. This process could be a flowchart but a flowchart is not required (flowcharts do not count towards your word count requirement).

Formulate a maximum 350-word executive summary including at a minimum the following elements to include in your marketing plan:

Required executive summary elements:
Strategic Objectives
Products or Services
Optional executive summary elements:
Resources Needed
Projected Outcomes

Integrate the previous weeks’ sections, and incorporate corrections and suggestions from the instructor’s weekly feedback. The marketing plan should contain elements from each week of the course, including:

Understanding Target Markets (Week 2)
Promotion and the Product Life Cycle (Week 3)
Price and Channel Strategy (Week 4)
Marketing Communication and Brand Strategy (Week 5)
Executive Summary, Legal, Social and Ethical Considerations (Week 6)

Format your assignment according to APA guidelines. Marketing Plan Outline and Timeline
MKT/571 Version 10
University of Phoenix Material
Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of
your choosing. The product or service must be identified by the end of Week 1. The product or service
you select is used to develop the assignments for Weeks 2 through Week 6. References must be
included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose
complete marketing strategies and provide reliable and valid references and data supporting the
strategies to convince the target audience. The plan must be written in plain language that would be
easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for
each section and subsection. Assignments may include modifications to these lists. Please use lists
provided in assignments only.
•
Executive Summary:
o
o
o
o
•
Situational Analysis:
o
o
o
o
o
o
o
o
•
Vision, Mission, Strategic objectives, Values
Internal Analysis
Strengths/Weaknesses
Capability/Capacity
Competitor’s Strengths/Weaknesses
Technological Competency
Product or Service Analysis
Market Segments
Research
o
o
o
o
o
o
o
o
o
o
o
•
Strategic Objectives
Products or Services
Resources Needed
Projected Outcomes
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Target Market(s):
Copyright © 2017 by University of Phoenix. All rights reserved.
1
Marketing Plan Outline and Timeline
MKT/571 Version 10
o
o
o
o
o
•
Demographics
Psychographics
Ethical Issues
Legal Issues
Social Issues
Product, Place/Distribution, Promotion, and Price Strategies:
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
Product Descriptions and Product/Service Mix Strategies
Product/Service Determinants
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Distribution Strategies
Channels, Mass, Selective, Exclusive
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Sales Promotion
Direct Marketing
Public Relations/Strategies
Positioning
Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
•
Consider your company and product or service selection in Week 1. You may select an existing
type of product or service or a new product or service but it must be global or multi-regional. Once
you have selected your product or service, you must define the size and type of company that
provides the product or service (available from annual reports). This need not be elaborate but
must include total number of employees, production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of this project. You must ensure your
proposed company can implement the marketing methods discussed in the text.
•
Key to creating an effective marketing plan is the ability to analyze the environment in which the
product or service will be offered. The Week 1 assignment allows you to begin to understand
various reports and how they can be used in your marketing plan.
Week 2: Understanding Target Markets
•
To develop effective relationship marketing, a company must first understand its targeted
consumers’ buying influences and behaviors. In Week 2, create the Research section of your
plan. In addition, create the first two parts of the Target Market section, which includes performing
the demographics and psychographics analysis.
Week 3: Promotion and the product life cycle
•
All products/services go through a life cycle of NPI (new product introduction), growth, maturity
and decline. These various stages affect the marketing strategy and promotional efforts. In Week
3, you will incorporate a promotion strategy that addresses at least three areas of the product life
Copyright © 2017 by University of Phoenix. All rights reserved.
2
Marketing Plan Outline and Timeline
MKT/571 Version 10
cycle.
Week 4: Price and Channel Strategy
•
How one goes to market and the influences of the channel (channel power, strength of channel,
speed of channel, etc.) affects the pricing strategy of the product or service. In Week 4 your
pricing and distribution strategy will be incorporated into the marketing plan.
Week 5: Marketing Communication and Brand Strategy
•
Brand strategy and the communication of the brand is essential to understanding the various
phases of a product or service (viz a viz the life cycle). Brand recognition is based in the
marketing communication efforts of the firm. When you hear or see the word Coke, you
immediately know it is Coca Cola. When you see five interlocking rings of different colors you
know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication
strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues, Final Plan
•
Review your final plan. Does the plan effectively analyze market strategies? Are the social,
ethical, and legal considerations valid and accounted for? What is the relationship among quality,
price, satisfaction, and perceived value within the plan?
Copyright © 2017 by University of Phoenix. All rights reserved.
3
Words =
Name:
Date:
ASSIGNMENT TOTAL GRADE
100
CONTENT GRADE
(possible 70 points)
70
REQUIREMENTS NOT MET
Grading Criteria
Minimum Points
REQUIREMENTS PARTIALLY
MET
Medium Points
COMMENTS
REQUIREMENTS MET
Maximum Points
REQUIRMENT 1 – possible 15 pts
Student submits a marketing
plan that integrates previous
weeks’ work and incorporates
corrections and suggestions
from the instructor’s
feedback. The student’s
marketing plan should
include the following:
• Executive Summary.
• Target Markets (Week 2)
• Promotion and the
Product Life Cycle (Week
3)
• Price and Channel
Strategy (Week 4)
• Marketing
Communication and
Brand Strategy (Week 5)
• Method for monitoring
and controlling (Week 6)
•
Legal, Social and Ethical
Considerations (Week 6)
(less than 20 pts)
(20-30 pts)
(30-40 pts)
Submitted plan is missing
key sections and content, is
not presented as a
comprehensive plan.
Submitted plan is missing
some sections.
Submitted plan includes all
identified sections
presented in a
comprehensive document.
No attempt has been made
to address prior instructor
feedback such that the
same issues are contained
in submission.
An attempt has been
made to address
instructor feedback.
Student has adequately
addressed instructor
feedback provided in prior
submissions.
REQUIRMENT 2 – possible 15 pts
Student develops a process to
monitor and control
marketing performance. This
process could be a flow chart
but a flowchart is not
required (which would not
count towards his/her word
count requirement.)
(less than 4 pts)
Did not identified nor
address a process for
monitoring and control.
(4-7 pts)
(8-10pts)
Student has defined a
process to monitor and
control, but did not link it
to specific product, or
was missing specific
metrics and target
values.
Process to monitor and
control has been
presented complete with
metrics and target values.
REQUIRMENT 3 – possible 15 pts
Student assesses the
ethical, legal, and social
issues affecting the
selected product or service
in two markets: The United
States and one
international market in
maximum of 700 words.
(less than 4 pts)
(4-7 pts)
(8-10 pts)
Student did not address
requirement with sufficient
content to demonstrate
understanding of concepts.
Social, ethical, and legal
issues were identified
but were only addresses
generally and not linked
to the specific product,
or only one market was
addressed.
Identified and evaluated
the ethical, social, and
legal requirements, related
to two markets and
relevant to the particular
product selected.
REQUIRMENT 4 – possible 10 pts
Student formulates an
executive summary of no
more than 350 words that
includes at minimum the
following required elements:
•
Strategic Objectives
(required)
•
Products or Services
(required)
•
Resources Needed
(optional)
• Projected Outcomes
(optional)
(less than 4 pts)
(4-7 pts)
Executive summary was
missing or not sufficient to
demonstrate understanding
of the requirement.
Executive summary did
not address required
elements or provide an
adequate introduction to
the document.
PRESENTATION GRADE
(possible 25 points)
25
REQUIREMENTS NOT MET
Grading Criteria
(8-10 pts)
An appropriate executive
summary was provided
that addresses the
required elements.
Minimum Points
REQUIREMENTS PARTIALLY
MET
Medium Points
REQUIREMENTS MET
Maximum Points
ORGANIZATION – possible 9 pts
Paper generally follows
the marketing plan
outline provides,
including an executive
summary, and
conclusion with content
that follows from
executive summary and
supports conclusion.
(0-4 pts)
(5-7 pts)
(7-9 pts)
Introductory summary /
conclusion are missing or
very weak and do not
present paper objectives or
summarize content.
Introductory summary
and conclusion are
present, but do not fully
present or summarize
content or objective.
The introduction clearly
states the objective of
paper with enough
background and previews
major points.
Content tends to drift off
topic in some areas.
The conclusion is logical,
flows from the body of the
paper, reviews the major
points, and draws ideas
together.
Body of paper relates to
the stated objective and
supports conclusion.
PARAGRAPH STRUCTURE –
possible 8 pts
(0-3 pts)
Paragraphs are well
formed and structured
and are presented in a
logical manner that
maintains the flow
throughout the paper.
SENTENCE & GARMMER STRUCTURE
– possible 8 pts
Paragraphs do not focus
around a central point;
concepts are disjointedly
introduced or poorly
defended (i.e., stream of
consciousness).
Appropriate paragraph
breaks are not utilized, such
that multiple topic
discussions run into each
other.
(4-6 pts)
Paragraphs sometimes
lack an introductory
sentence and/or drift
from apparent topic,
and/or contain
statements not relevant
to focus.
Topics/content could be
organized in a more
logical manner.
Transitions from one
idea to the next are often
disconnected and
uneven.
(6-8 pts)
The focus of each
paragraph is introduced in
the opening line of the
paragraph and content
within the paragraph is
related to this focus.
Paragraphs are connected
and flow in a logical
manner that follows the
objective. Sentences are
well-connected and
meaningful.
(0-3 pts)
Sentences are complete,
clear, concise, and well
structured. Rules of
grammar and usage are
followed including
spelling and punctuation.
(4-6 pts)
(6-8 pts)
Sentences are short,
choppy, and sometimes
incomplete or may be long
run-on sentences.
Some words, transitional
phrases, and
conjunctions are
overused or missing.
Writing is in an active
voice and avoids awkward
transitions and overuse of
conjunctions.
The writer demonstrates
limited understanding of
formal written language
use; writing is colloquial
(i.e., conforms to spoken
language).
Ideas may be overstated
or repeated and
sentences with limited
contribution to the
subject are included.
The writer demonstrates
correct usage of formal
English language in
sentence construction.
The writer struggles with
vocabulary and has
difficulty conveying
meaning such that only the
broadest, most general
messages are presented.
Grammar and punctuation
are consistently incorrect.
Spelling errors are
numerous.
MECHANICS GRADE
Possible 10 points
There are no spelling,
punctuation, grammar, or
word usage errors
Variation in sentence
structure and word usage
promotes readability.
Problems with word
usage (e.g., evidence of
incorrect use of
Thesaurus) and
punctuation persist,
often causing difficulties
with grammar.
10
REQUIREMENTS NOT MET
Grading Criteria
The writer occasionally
uses awkward sentence
construction or overuses
and/or inappropriately
uses complex sentence
structure, such that
meaning is not clear.
Minimum Points
REQUIREMENTS PARTIALLY
MET
Medium Points
REQUIREMENTS MET
Maximum Points
SENTENCE & GRAMMER STRUCTURE
– possible 10 pts
(0-5pts)
The paper is correctly
formatted to APA style
(e.g., margins, spacing
pagination, headings,
headers, etc.
The paper does not
conform to APA style.
Paper does not conform to
submission requirements
(file name, required
components, etc.)
(5- 8 pts)
The paper does not
conform completely to
APA style (e.g., margins,
spacing, pagination,
headings, headers,
citations, references,
according to the APA
Manual).
(8-10 pts)
Paper includes a title
page.
Tables and graphs meet
APA format requirements.
Intellectual property is
recognized with in-text
citations and reference
page formatted to APA
requirements.

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