...CASE STUDY: WEEK 3 ZATSWHO LT CASE STUDY WEEK 3: Zatswho 1. What tips can you offer Cooper and Schwinoff about family members who start and run a business together? What pitfalls would you warn them to avoid? Answer: Suggestion for family members starting a business: “Successful copreneurs learn to build the foundation for a successful working relationship before they ever launch their companies. Some of the characteristics they rely on include: ■ An assessment of how well their personalities will mesh in a business setting ■ Mutual respect for each other and one another’s talents ■ Compatible business and life goals—a common “vision” ■ A view that they are full and equal partners, not a superior and a subordinate ■ Complementary business skills that each acknowledges in the other and that lead to a unique business identity for each spouse ■ A clear division of roles and authority—ideally based on each partner’s skills and abilities—to minimize conflict and power struggles ■ The ability to keep lines of communication open, talking and listening to each other about personal as well as business issues ■ The ability to encourage each other and to lift up a disillusioned partner” (Scarborough 25) References: Scarborough, Norman M.. Effective Small Business Management VitalSource eBook For DeVry University, 10th Edition. Pearson Learning Solutions. <vbk:9781256323235#outline(5.8.8)>. b) Challenges: Family businesses sometimes suffer from negative...
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...GUERILLA MARKETING Report Today I am going to talk about Guerilla Marketing. Firstly, I am going to introduce you the traditional marketing conception and Guerilla Marketing model. Secondly, I am going to tell more about Guerilla and explain how does it works. Lastly, I will assume the risk of Guerilla and how it can become negative for business. So, how to sell more by spending less? This question is the most relevant in the business world. As American Marketing Association defines, marketing is an activity and a process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society. We can hear the word “Marketing” very often in different companies and organizations. All of them are trying to improve organizing and management regardless of their income. And here comes the word Guerilla… The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984). The term has since entered the popular vocabulary and marketing textbooks. Guerilla Marketing is a kind of marketing, which, in particular, involve no significant financial but more creative and intellectual resources. More attention is paid to modern, adventurous and bold ideas. The main thing is not to invest money but time, energy, imagination and information. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The term Guerrilla Marketing...
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...UNICEF Wages Guerrilla Warfare CS 4-1. Do you think UNICEF’s campaigns will be affective? Why or Why not? I think UNICEF’s campaign will not be really effective. By setting a brightly colored vending machine at Manhattan’s Union Square, a place always crowded with many people, UNICEF makes a good choice on location where they have high potential to catch the attention of more people. However, they will have to compete against the thousands of ads for glamorous things around the Square that distract people which will be a big challenge to UNICEF. UNICEF may also have to confront with other water vending machines from the other competitors who offer various flavors from the brands that people are familiar with. The bottle design with “special flavors” labeled make those bottles of water seem become catchy than ever, people can take a picture with the vending machine and share it through social media channels like YouTube, Facebook, Instagram, Twitter and so on just because of the strange and abnormal design of the bottle, not many of them will really care about the information on the machine. New Yorkers are known as busy and rushed people, they will not have time to stop by and read the whole information and message that UNICEF is trying to pass to them. The labels of flavors on the bottles are attention catching, but people would not be willing to spend money on them. It’s simple that the words “malaria, cholera, typhoid, dengue, hepatitis, dysentery, salmonella, and yellow...
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...Research Methodology Literature Review Guerrilla Marketing Magdalena Andovska ID: 9764 15.01.2013 In the 21st century people are surrounded by different technology every day. Marketing in general has a lot of influence on the development and progress of modern life. This kind of service is growing on daily basis. Guerrilla marketing represents a marketing strategy. It uses the most specific and unusual methods to advertise. Even though it exists from earlier, it became popular in the 1900s. Jay Conrad Levinson is considered the “father” of guerrilla marketing because he introduced this term in his book “Guerrilla Marketing.” This book is considered to be the milestone for this marketing strategy. In this book Levinson has defined guerrilla marketing according to what it represents from his point of view. Since then there are a lot of changes made because of the development of advertising in general. Guerrilla marketing actually represents an advertising strategy which means using low-cost and unconventional means for advertising. Guerrilla marketing focuses on low budget, imagination and atypical ways to achieve goals. At first guerrilla marketing aimed at small business. This kind of marketing was supposed to help small companies that don't have budget big enough to pay for expansive advertising campaigns. The idea of guerrilla marketing was to help small business advertise on this specific way using specific...
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...The MARKSMAN VOL. 2 | ISSUE V | OCT’11 K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH FESTIVE MARKETING Celebration time for buyers and sellers alike! INSIDE and more ! 4 Ps of Anna Hazare’s Campaign Guerilla Marketing No Money marketing Old Monk EDITOR’S DESK Dear Readers, At the onset of this festive season, we bring to you a riveting, celebratory and insightful festive edition of your very own MARKSMAN! This issue is our basket of wishes to all our readers thanking you all for your encouragement, suggestions and unstinted support. We shall continue to strive towards excellence; learning and raising the bar at each leap! The coming few months, beginning Diwali to the New Year, are going to be full of merriment and ebullience. Ring in the revelry with our cover story on Festive Marketing! Read on how companies hit full throttle with promotions, offers and advertising campaigns to leverage the occasion. We hope you appreciate the element of surprise! Our special story shall take you through some intriguing and creative Guerrilla marketing. Indulge yourselves with MARKSMAN traditions such as TWEETS, ITS ALL ABOUT AD-ITUDE, REWIND and get acquainted with our new addition “SQUAREHEAD”! We, at Interface are overwhelmed by the increasing number of entries we have been receiving in response to our call for articles. We take this opportunity to thank all our readers for their enthusiasm and for making our job more challenging- we love it! Keep writing...
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...McBride Marketing Paper Nicholas Fletcher BSA/310 01/24/2014 Jessie Nightingale McBride Marketing Paper After studying the company McBride financial services it is evident there’s a lot of marketing that can be done and tools used that will increase the company’s visual presence and in turn increase mcBride’s customers database. Let’s first look at the facts and position that the company is currently in. Who is McBride? They are a regional mortgage lending company that specializes in conventional FHA and VA loans for new homeowners purchasing and homeowners that want to refinance there homes. The headquarters is conveniently located in Boise Idaho. One of their goals is to expand their operations to Wyoming, Montana, North Dakota and South Dakota. McBride’s target markets are as follows: Families and/or individuals purchasing recreational properties. Professionals that are either purchasing a primary or secondary residents. Retirees that are purchasing a primary or secondary residence. While targeting these markets McBride’s business philosophy is “ Our customers will receive the most efficient and effective processing of mortgage application form from inception to close.” McBride is a very aggressive company seeking to break even financially within six months of being in operation this is key because they want to become profitable within a year of operating. McBride also has a goal of establishing themselves in five different states. Although these goals...
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...1 PRINCIPALS OF GREEN MARKETING MKT/411 Individual Assignment Barbara Figiel Instructor: Rodger University of Phoenix 2 | | | | | | | | | | | Green Marketing Principles1. Be CredibleCredibility is essential for successful green marketing. You have to implement sustainable business practices before promoting green products and services or the public will perceive you as cynically taking advantage of environmental concerns.2. Make Specific ClaimsPeople understand the cost and difficulty in making a product or service completely green. Communicate about the particular attributes that are rooted in sustainability. The FTC offers guidance on what's acceptable: http://www.ftc.gov/bcp/grnrule/guides980427.htm3. Validate Through Third PartiesUse external organizations, Non-Governmental Organizations (NGOs), or governmental entities to substantiate any green claims. Examples include: UL Environment (Underwriters Laboratories), Ceres, and the EPA's Green Power Partnership.4. Engage Your CustomersGreen consumers have an above average propensity to engage, interact with, and even help companies that are making credible efforts to operate with sustainable business practices and offer green products and services. Use interactive channels to involve your customers in developing and managing your green products and services.5. Engage Your EmployeesIn addition to ensuring a consistent message across all customer contact points, your employees can feed...
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...Guerrilla marketing Introduction Nowadays it becomes more and more difficult to win your target audience’s attention using only ATL communications. And every person who starts out as a business man, who begins thinking about the advertising campaign, faces the following question: how to avoid the overloaded advertising communications? The second topic problem is money. It is natural enough that beginners in business face the lack of money and the second topic question is: how to introduce the advertising campaign without big costs? The answer to some extent to these questions is guerrilla marketing. So, guerrilla marketing – what is it? Definition First there's marketing. Then you have direct marketing, consumer marketing, B2B marketing, buzz marketing, word-of-mouth marketing, online marketing...really, the list is endless. But one form often left out is guerrilla marketing. The term "guerrilla marketing" was first mentioned and defined by Jay Conrad Levinson in his popular 1984 book, Guerrilla Marketing. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination...
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...Guerrilla marketing as a strategy for globally reputed brands Synopsis Submitted By- Abhishek Anil Patil 41, PGDM-A Guerrilla Marketing as a strategy for Globally reputed brands Guerrilla marketing is a technique that used by firms to increase firms’ productivity in order to achieve firms’ value and mission. The crowded competitive business environment is a main influence that had cause failures to most of the firms that are not standing out enough or not popularly known by potential customers. There are the different of elements between guerrilla marketing and traditional marketing to plan marketing strategy that achieve maximum goal of the firm. Guerrilla marketing has a wide variety of benefits to the firms in term of to increase the awareness of brand image and the production of firm. Besides that, the guerrilla marketing could be negative to the firm if the firms fail to plan a proper marketing strategy. Therefore, firms have to be well prepared on the guerrilla marketing strategy and practice the efficient guerrilla marketing strategy in business practices. Guerrilla marketing is used by SMEEs (Small and Medium Sized Enterprises) because they are in the business of substituting brains for cash in the marketing wars—they want a place at the (economic) table but can not afford to purchase the type of mass marketing available to larger firms. So they resort to Guerrilla marketing. Of course, Guerrilla marketing is not limited to SMEEs; larger...
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...dispersing fabrics, which help keep moisture away from the athlete during athletic training, exercise, and performance. Under Armour products are available through internet sales, catalog sales, and retail stores both nationwide and internationally. Under Armour is the leading “compression”sports apparel brand. Under Armour is currently trying to increase their competitive advantage through innovation and introducing new products that will keep faithful customers coming back to their brand and attract new ones as well. Newproduct lines include “Charged Cotton” (Barrie,2011) and “Cold Black” (Walter, 2011) Complication: Currently, the primary challenge for Under Armour is the ability to maintain a focused-differentiated marketing strategy in a saturated market with huge competitors such as Nike and Adidas. Bothof these competitors have the resources and capital to counter Under Armour with comparable products at lower consumer prices. Under Armour’s lack of intellectual property(patents) are a weakness for the company. Currently, Under Armour does not own any patents on their products. This has opened up the market to larger competitors, such as Nike and Adidas. The company also relies heavily on third-party suppliers and manufacturers which are small in number. This could adversely affect the long-term sustainability of the firm (Hitt, Ireland,Hoskinsson, 2011), as well as their bargaining power. This could result in a lack of control in pricing...
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...explain the differences between buzz marketing, stealth marketing, viral marketing, and guerrilla marketing. If your students are having difficulty, this reply may help. The goal of buzz marketing (WofM) is to generate buzz or conversations about a brand. This can occur through a blog, emails, at a party, or numerous other ways. While the ideal is people talking about a brand because they really love it, buzz marketing by firms is through brand ambassadors. They are compensated in some way to generate buzz about the brand (blog, email, block party, etc). They are supposed to identify that they are being sponsored by the brand or compensated in some way. The goal of stealth marketing is the same, but ambassadors keep their identities secret and they hide the fact they are being paid or sponsored by a brand. The idea is that the recommendation is then more genuine, believable. Some consider it unethical, others do not. Brands know wofm recommendations carry far more weight than advertising and marketing or anything a brand can do. The ultimate goal is for a video or some other digital activity to go viral; that is to be spread to hundreds of thousands or millions of people. People pass it on because they think it is neat, novel, unique, funny, etc. It is like a wildfire out of control. While brands strive to produce videos or interesting games that attract attention, it is rare they go viral. While a buzz marketing campaign or stealth marketing campaign could go viral, it is unlikely...
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...Self Reflection on Business English This semester I took classes from my dear teacher Linda Wu, and enjoyed good times watching the exciting and entertaining reality show The Apprentice. As we all known, The Apprentice is an American reality show hosted by real estate magnate, businessman and television personality Donald Trump. The show often starts with 16 to 18 business people competing in an elimination competition. The final prize is a one-year, $250,000 starting contract to run one of Trump's companies. As a symbol of the show, each episode typically ends with Trump eliminating one of the contestants with the words, "You're fired". Different from the Celebrity Apprentice, The Apprentice 10 shows how the ordinary business men or women, who have been influenced by economic crisis, competed with each other in every challenging project. The biggest change is to the rewards—unlike the often lavish rewards that had been granted in prior seasons to the winning teams, in this season, the winning Project Managers are rewarded with one-on-one meetings with some of America's best-known business leaders and CEOs. However since the season received the lowest audience figures of any Apprentice season, Mr. Trump confirmed that this format would be permanently discontinued after this season, and that all future seasons of the show would be in the Celebrity Apprentice format. In my opinion, this season’s conflicts between all the participants were much fiercer than the past seasons...
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...McBride Marketing Paper BSA/310 Jessie Nightingale McBride Marketing Paper After studying the business McBride financial services, it is evident there's a lot of marketing that can be done and tools used that will increase the company's visual presence and in turn increase mcBride's customers database. Lets first look at the facts and position that the company is in currently. Who is McBride? They are a regional mortgage lending company that specializes in conventional FHA and VA loans for new homeowners buying and homeowners that want to refinance their homes. The headquarters is conveniently located in Boise Idaho. One of their goals is to expand their operations to Wyoming, Montana, North Dakota and South Dakota. McBride's target markets are as follows: 1. Families and/or individuals purchasing recreational properties. 2. Professionals that are either buying a primary or secondary residents. 3. Retirees that are buying a primary or secondary residence. While targeting these markets McBride's business philosophy is, " Our customers will receive the most efficient and effective processing of mortgage application form from inception to close." McBride is a very aggressive business seeking to break even financially within six months of being in operation this is key because they want to become profitable within a year of operating. McBride also has a goal of establishing themselves in five different states. Although these goals are aggressive they can...
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...Michael Collins: Terrorist or Patriot? By Carlos E. Ayub Excelsior College CJ350 Kevin Henry Michael Collins: Terrorist or Patriot? Michael Collins was a revolutionary Irishman, a patriot and a dissident, a man whose actions are considered by some to be bravely heroic and others as unsettlingly terrorist. Collins orchestrated much of the political and militaristic provocation that led to the violent escalation of the Anglo-Irish war for independence, and eventually was one of the principal supporters and signers of the treaty that lead to the establishment of the Irish Free State and de-escalation of violence in the region. The widespread characterization of Collins as terrorist is principally derived of his actions and association with the Irish Republican Brotherhood (IRB) which later became the Irish Republican Army (IRA) and Sinn Fein. Collins significant political and demonstrative participation in the battle for Irish independence began with the former group when he participated as a volunteer during the Easter Uprising, an action planned to foster support for the Irish cause. These actions comprised the first portion of Collins’ life as a dissident and insurgent. It would be his subsequent involvement in Sinn Fein that would characterize him as a terrorist. Collins participated financially and by procuring weapons to help the organization’s efforts at rebellion. Though these actions alone are not enough to characterize...
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...Brian Scarpaci Hius 308 Final Essay Essay Question Do you believe it is correct to describe an American way of war? If so, has it existed consistently throughout the period covered or has it evolved? If you say it has not existed throughout why not? Before I go into why or why not, it is best to describe the American Way of War? I must first get some definitions and history behind an American Way of War. First off There aren’t no authoritative listing that describe the Way of War.? But there are different perspectives on the American Way of War. One will define it as two major parts tactical way of battle and a strategic way of War. The tactical way of battle is an aggressive style were Us Military uses force to overwhelm the enemy forces, while using quick and decisive victories with minimal causalities. They are well trained in military that uses maneuvers, speed, flexibility, and the element of surprise, which relies upon fire-power and technology as their main. On the Strategic way of war, America seeks more of an independent strategic policy success. “ The strategic way of war also includes alternative national strategies such as deterrence and a war of limited aims.” (keravouri) Weigley who was the pioneer in the book American Way of War in 1973. Described it as “Consisted of a unique American methodology: One of attrition and annihilation.” (Weigley) Also Brian Mcallister Linn describes it one step further with the attrition and annihilation. In the book the...
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