Discuss the U.S. and international ethical marketing considerations.

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Assume the role of Marketing Manager. Select a product (good or service)
that is sold in the United States and has sales opportunities in a foreign
market. Apply your critical thinking skills and the knowledge you have acquired
throughout this course and address the following in your Final Paper:
Describe the product you selected in terms of the four
utilities of customer value.
Identify the product’s target market at home and in your stated
foreign market.
Indicate the competition of the product category in both home
and foreign markets.
Explain how you would apply the segmentation, targeting, and
positioning (STP) approach to market the product in the foreign market.
Discuss the major environmental facts and trends in the foreign
markets that might affect sales of the product.
Explain how you would develop, execute. and measure a campaign
for this product considering the four p’s (product, price, promotion, and
place).
Discuss the U.S. and international ethical marketing
considerations.
Must be eight- to ten- double-spaced pages in length, and
formatted according to APA style  (not
including the title and reference pages.  Must use 6 outisde scholarly references
in addition to the course text.


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MKT 421 Week 1 Individual Assignment – Defining Marketing

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Include in your paper your personal definition of marketing and definitions from two different sources.

MKT 421 Week 1 Individual Assignment – Defining Marketing (APA Format + References)
Write a 700- to 1,050 word paper in which you define marketing.
Include in your paper your personal definition of marketing anddefinitions from two different sources.
Based on these definitions,explain the importance of marketing in organizational success.
Provide at least three examples from the business world tosupport your explanation. Properly cite sources used in the paper.
Format your paper consistent with APA guidelines.


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Marketing Concepts

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Discuss about Marketing Concepts
Article comes from “Business Week, February 10, 2012, page 1
Barter Up: Where to Take a Swing at Cashless Trading
Introduction
Over the past years many people are getting fired or are fed-up with their corporate jobs and decide on embarking the journey as small business owners. It is unfortunate that most of the upcoming business owners and company managers fail to put into consideration their marketing concepts or strategies. Marketing concepts play a crucial role towards the success or failure of an organization.
Over and above their day-to-day cash business, North American companies barter for incremental business. The concept being, “if you are low on cash and up for new business, bartering for goods and services can be a shrewd business move”. This article talks about barter trade exchange and how historically trade exchanges has proven to hook up buyers and sellers locally. Nonetheless, the development of internet services has made it easier for people to expand the reach of exchange thus barter can be practiced globally or internationally. According to Robin Maini an executive director of the International Reciprocal Trade Association, the internet is a powerful tool that allows for more trading and elimination of geographic barriers. Online barter has made it possible for traders to buy and sell their products; it has also made it possible for consumers to choose from a wide variety of products and services which suit best their needs. Cashless trading tends to build or create a connection between traders making it impossible for fraud activities to happen (Karen, 2012).  An online barter transaction is fairly a simple process since at the click of a button; all transactions are made at a much faster and quicker way. For accountability purposes or further verifications, an e-mail is usually sent to the recipient or the customer. When a purchase is accepted, a confirmation of the sale is send to Ubarter. There are two Web sites that deal with the exchanges they are Los Angeles-based Lassopower (www.lassopower.com) and Seattle-based Ubarter (www.ubarter.com).  Barter provides consumers a competitive edge since network members tend to shop within the system first and barter customers who are satisfied make referrals to cash customers. Since services are renewable sources they tend to make better swaps than products. Cashless trading is seen as a new way of assisting cash-strapped business people stimulate sales, acquire goods and services needed to run a business and build links with potential clients.  Barter trading has made it possible for businesses to receive trade credits as opposed to cash. Robert Benson, a business manager at Seattle Trade Exchange Company argued that, when a person signs up for a barter trade exchange he/she is eligible to know potential customers locally and regionally across the country (Karen, 2012).
This article deals with the importance of barter trade exchange of products and services. It analyses how companies have shifted to adopting barter as a regular or occasional tool in business. The article also brings out the relevance of barter in dealing with stiff competition and how this activity has seen growth in volume among existing clients. It also shows the importance of online-barter for trading partners in participating in on-line discussion sessions.
Consistency as a marketing concept in this article is evident. Seattle Trade Exchange Company has consistently guaranteed its clients a consistent provision of services and products. This consistency has helped customers develop confidence when it comes to them exchanging dollars for a given service or product. The detection and reduction of fraud on a daily basis is also a sure way of clients developing trust towards Seattle. In addition, they also send e-mails as a way of confirming sales and for accountability purposes. Consistent online discussions also allow members to be rated and reviewed as trading partners. Regardless of the size of the business, a website is a must concept for marketing. Clients are likely to search the web before making purchasing decisions. In this article, it is evident that exchanges are being carried out through the web. Seattle-based Ubarter website is regarded as the most efficient website for carrying out online transactions (Karen, 2012). The concept is that when clients have an online connection, they are able to carry out fast and quick transactions. Online security is also guaranteed in cashless trading since registered members are issued with passwords upon official registration. The concept of value customer relationship management (CRM) is evident and ideal in this article. For Seattle Trade Exchange Company to maintain its customers it had to come up with online discussion forums where clients can easily present their FAQs, interact and exchange ideas with other potential customers, they are also guaranteed of transaction security and efficiency in exchange of online services or products.
Consistency for any company or organization assists in reducing the marketing costs thus increasing branding effectiveness. Seattle trading Exchange Company and its Ubarter website has been for years been known to be effective and efficient in delivering services and providing clients with the required products at the right time. Over time, customers have been in a position to develop trust and confidence over this company because of the offers and the security guaranteed. It is without a doubt that Seattle Trade Exchange Company has managed to maintain customer relationship management (CRM) through their loyalty and consistency. The Ubarter website as an essential tool for barter exchange has helped in keeping records as evident and for transparency purposes. Constant updating of the website has helped customers have a range of products and services to choose from. Online barter builds and creates bonds between clients since they engage with other customers on a day-to-day basis.
References
Karen, M. (2012) Barter Up: Where to take a swing at cashless trading, Business week article, Frontier Columns.


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Business to Business Marketing

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SSESSMENT TASK:
You have been asked by the marketing manager at FedEx to critically review some key theories and concepts in order to provide additional information at a planned FedEx management conference. In REPORT FORMAT, you are asked to provide the following information.
1. Critically analyse the decisions that need to be implemented in designing an Integrated Marketing Communications (IMC) plan for the 40 year anniversary as shown in the short case study*.
[student critically analyses the decisions that need to be implemented in designing an Integrated Marketing Communications plan for the 40 year anniversary as shown in the case study*] (30 MARKS) (1,000 WORDS APPROX)
2. Additionally evaluate ways to measure the effectiveness of a B2B IMC plan. (10 MARKS) (333 WORDS APPROX)
3. IMC objectives and budgets are necessarily interdependent. Evaluate this statement providing examples with use of supporting theory to justify your answer.
[student critically evaluates that IMC objectives and budgets are necessarily interdependent providing examples with use of supporting theory to justify]
(25 MARKS) (833 WORDS APPROX)
4. There is a spectrum of involvement in international B2B development from ‘Export to Direct Investment’, analyse the risks associated with each of the entry options.
[student outlines that there is a spectrum of involvement in international B2B development from ‘Export to Direct Investment’ and analyses the risks associated with each of the entry options.
(25 MARKS) (833 WORDS APPROX)
ASSESSMENT CRITERIA:
The analysis MUST be supported by academic theories and concepts and the paper MUST comply with the format stated above and Harvard referencing guidelines. The reflection must NOT be descriptive in nature; it should provide clear evidence of understanding of the issues under consideration with an applied review of the business provided in the task scenario.
A MINIMUM of 15 academic sources are to be referenced [NOT just online sources but also from books and journals]. The majority of these sources should be relevant, internationally peer reviewed articles/journals or accredited textbook references. Sources such as Wikipedia and the like are NOT accepted. Sources available ONLY online should be avoided.
Be mindful of how many marks are allocated based on your ability to define, analyse and apply key concepts.
To achieve the highest marks you MUST make informed comparisons between the theories and concepts you have studied and provide a reflection on how these apply to the business case. The analysis will be very well-applied and will rely heavily for support on current literature.
CASE STUDY:
40 YEARS DELIVERING A BETTER FUTURE
On April 17, 1973, 14 small French Dassault Falcon planes took to the skies from Memphis International Airport and 186 packages were delivered to 25 US cities along the East Coast; the overnight express industry was born.
40 Years later, the business has a fleet of 660 freighter aircraft along with thousands of FedEx trucks delivering millions of packages and documents to over 220 countries and territories every working day. Today FedEx is providing the customer with a fully integrated system to ship packages around the world. In fact, most of the competition has built their business on the hub-and-spoke and track-and-trace models FedEx first introduced.
FedEx’s growth, innovation and success over the years is not due to any one contribution but to a great team effort of our 300,000 team members. And as business source suggests,
‘So here’s to another 40 years – we look forward to continuing building on our success story that first took off from a small airport in Tennessee one memorable evening in spring all those years ago.
TECHNOLOGY AND BUSINESS CHANGE
Since trading just over 40 years ago, FedEx has developed its business alongside the development of technology. Technology is everywhere – the internet, mobile devices and social media have all contributed to bringing our world close together. At FedEx we’ve led the express transportation industry for over 2 decades with many significant technological innovations. FedEx was built upon innovation and it continues to be an integral part of the FedEx culture and business strategy. Here are just a few innovation milestones over the past 40 years:
1980: computers in FedEx vans
1984: automated shipping
1986: hand-held barcode scanners for couriers
1993: tracking software
1994: www.fedex.com
1996: online shipping
2002: FedEx PowerPad
2007: customer service live online chat
2009: SenseAware smart tracking launched in US
2010: electronic trade documents
FedEx joins Facebook
2011: FedEx Ship Manager lite
2012: brand new start for www.fedex.com
EMEA (Europe, Middle East, Indian Subcontinent and Africa) joins Twitter
EMEA launches SenseAware
CAMPAIGN TO ATTRACT MORE B2B
In 2008, FedEx launched a new marketing campaign directed to the Business and Business market. ‘FedEx delivers to a changing world’ was regarded as a reintroduction of FedEx’s business network to deal with the complexity of a dynamic global market. The campaign looked to deliver 5 key themes which included expansion, breadth of service, expertise, innovation, sustainability and education (FedEx, 2013).
The campaign defined the target audience as the ‘deciders’ within the procurement process of the many organisations who use the FedEx delivery system.
DELIVERING MORE IN EUROPE
In today’s market, businesses need to make the most of every opportunity the can. FedEx have shown a continued strategy of expansion across Europe and delivers more of what their customers want with
– later collection times
– more deliveries before noon
– faster transit times across Europe and worldwide
With 100 new locations and over 3,600 new team members, FedEx is committed to developing further links across Europe.
BUSINESS AND PROFIT
Today FedEx Corp. provides a broad portfolio of transportation, e-commerce and business service through companies competing collectively, operating independently and managed collaboratively, under the FedEx brand. It operates through 4 segments; FedEx Express, FedEx Ground, FedEx Freight and FedEx Services. The FedEx Express segment offers time-certain delivery to more than 220 countries and territories.
Case study information redacted from:
http://wps.pearsoned.co.uk/wps/media/objects/1669/1709610/extra_cases/0273687395_case_fedex.pdf
www.fedex.com
www.forbes.com


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