The results you see in the spreadsheet are from blood sugar tests done on patients at Clinic XYZ in Tampa, FL, during the month of March, 2016.
Review the column headings and become familiar with the contents of the file. This is known as a “flat file,” since there is just a single table.
Use Excel to perform a Data Sort on the field Glucose mg per dl, in ascending order.
Note: Be sure you avoid “scrambling” your data — make sure you select the entire range as shown in the video. If you only select the column of data that you want to sort by, then only that data will be sorted and it will likely become disassociated from the rest of the data for that person. (Excel will even try to warn you if you try to sort but neglect to include adjacent data.)
After you have performed the Sort, double-check to make sure you did not “scramble” the records (make sure the Glucose values are sorted but that the same people are still associated with their original values).
Use your sorted version of the Patient Fasting Blood Glucose Results Spreadsheet (from Part 1) to answer the questions.
Submit your completed Excel file from Part 1 and your Question Sheet from Part 2 to the drop box below.
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2. Review Figure F2.1 Database, Database Management System, and Business Applications on page 28 of the textbook. Based on the videos, and your readings this week, please respond to the following questions:
Choose a set of data from the database list (e.g., Performance data). Next, select the appropriate application program that the data interfaces with via the database management system (i.e. Performance program). Now, explain how information from the application and system are displayed on your computer screen as the user. Explain how you use the program and what functions are available to you. What recommendations would you make to improve the program’s functionality to make it easier for end user?
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Once an organization has conducted an environmental analysis, it is time to look deeper into the potential of a given population in order to determine if there is a potential for sales and profits. This is called a “Market Opportunity Analysis” (Ogden & Ogden, 2014), and it is conducted for the marketing team to be able to determine if the market under consideration has the required elements for the organization to make a profit.
Elements frequently considered on whether or not to enter into a market are Michael Porter’s (1979) five competitive strategies. Although Porter’s work was conducted 30 years ago, Porters five competitive strategies have stood the test of time and are used today in virtually every industry around the globe (Renko, Sustic, & Butigan, 2011): Rivalry among existing competitors; bargaining power of suppliers; bargaining power of buyers; threat of substitute products or services; and threat of new entrants (Porter). Understanding how each strategy impacts the organization’s industry as well as the surrounding members can be key to being able to identify the best markets with the highest probability of opportunities. Below is a graph of the five strategies and characteristics within each strategy.
SMART
Being able to accurately track the organization’s performance against the expectations is a critical activity. If the marketing strategy is performing below expectations, slight adjustments can be made in many cases. In extreme cases, the organization may have to reconsider its entire marketing strategy. One method for monitoring the marketing strategy’s progress toward meeting organizational objectives is to use the SMART metric of measurement. This stands for specific, measurable, attainable, relevant, and time (Ogden & Ogden, 2014). While the objectives can be for all the areas within marketing, this metric is most often used to measure whether or not the overall marketing strategy is performing according to expectations.
In addition to the five competitive strategies, another component in the Market Opportunity Analysis is to identify a specific population group most likely to need and buy the organization’s goods or services, a target market. There are three components to identifying a target market: the consumer needs and will purchase your product; the consumer has enough money to purchase your product, and there are enough consumers in this targeted market segment to make it profitable for your organization to sell the product (Ogden & Ogden, 2014).
Methods to communicate with the identified targeted market segment are achieved through the organizations Integrated Marketing Communications (IMC) strategy and will be discussed below.
Consistency with IMC
If the ultimate goal is to positively affect buyer behavior and increase sales which, in turn, will increase shareholder wealth, how might an organization set about communicating in such a manner that will attract and engage its targeted market segment? One method is to use an Integrated Marketing Communications (IMC) strategy. The American Association of Advertising Agencies suggests a single voice with a single message in all marketing communication channels has the greatest chance of being heard by the organization’s targeted market segment (Navarro-Bailón, 2012). Repetition on of the single message will also be effective (Ogden & Ogden, 2014). Although there are many trends and venues a marketing professional can use including glocalization and omni-channel marketing, there remains the need for a consistent, single message to be communicated to the organization’s targeted market segment in order to increase brand awareness and positively affect buyer behavior.
Forbes School of Business Faculty
References:
Navarro-BailĂłn (2012, July). Strategic consistent messages in cross-tool campaigns: Effects on brand image and brand attitude. Journal of Marketing Communications, 18(3), 189-202.
Ogden, J. R., & Ogden, D. T. (2014). Utilizing a strategic marketing approach to managing marketing communications. San Diego, CA: Bridgepoint Education.
Porter, M. E. (1979, July-August). How competitive forces shape strategy. Harvard Business Review, 1-9.
Renko, N., Sustic, I., & Butigan, R. (2011). Designing marketing strategy using the five competitive forces model by Michael E. Porter – Case of a small bakery in Croatia. International Journal of Management Cases, 13(3), 376-385.
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discussion1:
Buying Process
What are the steps a buyer passes through when making a buying decision? What other factors might influence a purchase? Think about something you recently purchased and discuss each buying decision step and other factors that influence your decision to buy. Incorporate concepts and examples from this week’s lecture in your post.
discussion 2:
Discussion 2:
Market Opportunity Analysis (MOA)
What is the outcome of conducting a market opportunity analysis? Examine two components of the MOA and assess how each contributes to an effective IMC. Incorporate concepts and examples from this week’s lecture in your post.
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Develop a crisis communications plan for your stakeholders, including a social media policy. The plan should include ideas you have offered in essays and assignments you have already submitted in this course, most specifically the outline submitted in Unit III. Walk through how you believe organizational leaders and their spokespeople should decide and act during a crisis. Your plan should include at least the following items (not necessarily in this order):
an introduction and description of your crisis communications plan,
purpose,
scope,
situations and assumptions,
audience profiles,
review of leadership hierarchy and approval processes,
key communication strategies,
delegation of responsibilities,
evaluation of communication efforts, and
guidelines addressing social media.
Research sources to support your ideas. Your plan should be a minimum of four-pages in APA format. You must include a minimum of two sources, at least one source from the CSU Online Library.
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