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Synopsis

The founder of a heavy-duty construction equipment manufacturing company died and his wife, Jane, became the CEO. In direct contrast to Jim’s style, Jane’s management style communicated respect and her vision of the company excited the employees.

Two managers, Curtis and Morgan, who were holdovers from her husband’s leadership did not fit into the company’s new culture. However, their long service to the organization and their consistency in meeting all production goals and deadlines is impressive. They can push themselves and their crews relentlessly. Their leadership-through-intimidation style is apparent and not a fit to the new organizational culture. They encourage workers in their areas of the plants to ignore new cultural initiatives.

Should we fire Curtis and Morgan? Demote them? They have done nothing wrong. Their crews are meeting their production and quality targets. These two guys have been with the company for over 4 decades. A move to fire or demote them appears to create an age discrimination suit. Jane has to decide how to handle the situation.

Questions

1. What options do you think Jane and her management team should consider with regard to these two long-time supervisors? Discuss the positives and negatives of each option. Each option must be explained in 3-4 full sentences and should show evidence of critical thinking of the situation and option.

 
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Answer the following questions by stating if they are TRUE or FALSE. Please answer all of them. Note: only need to say if it is TRUE or FALSE. No explanation is needed.

1. In the pre-internet or traditional media, marketing is the promotion and selling of products and services with campaigns that try to move consumers from their initial interest to buying it.

2. Marketing and advertising have always provided the same function or been considered synonymous even before the internet exploded with social media.

3. With social media, advertising and marketing have shifted from promoting to sharing information about products/services such as shown by Youtility’s promotions.

4. Much like marketing using WOM (Word-Of-Mouth), eWOM (electronic Word-Of-Mouth) is of no value in online influence on communication about products/services but is -often studied anyway better understanding of branding.

5. Vaynerchuk’s Branding Model of Content for Integrated Marketing Plan proposes that PR, advertising, and marketing will never merge into one focus in a branding plan for a product/service posted in social media.

6. Consumer-supported branding of products/services creates advertising/marketing plans that are democratic, crowdsourced, and engaged with long-term relationships

7. Consumer’s reviews of product/services on social media do not influence others about brands, however Search Engine Optimization (SEO) is key to successful branding of them.

8. According to Zalman, social media marketing campaigns must pay attention to the Return on Relationship (ROR) by paying attention to such elements as profiling the ideal customer, creating engaging content, among others.

9. While the older more traditional marketing model is the 4 P’s — Solutions, Access, Value and Education — Kareh enhanced it with adding People and Process to be more inclusive of social media’s influence on it.

 
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_Access_Ch04_ML2 – Benefit Auction 1.0

Project Description:

You are helping to organize a benefit auction to raise money for families who lost their homes in a natural disaster. The information for the auction is currently stored in an Excel spreadsheet, but you have volunteered to import it to Access. You will create a database that will store the data from Excel in an Access database. You will create a form to manage the data-entry process. You also create two reports: one that lists the items collected in each category and one for labels so you can send the donors a thank-you letter after the auction.

Steps to Perform:

Step

Instructions

Points Possible

1

Start Access. Open the downloaded Access file named Exp19_Access_Ch4_ML2_Auction.accdb. Grader has automatically added your last name to the beginning of the filename. Save the file to the location where you are storing your files.

0

2

Open the Items table in Design view. Change the ID Field Name to ItemID. Add a second field named Description. Accept Short Text as the data type for the Description field and change the field size to 50.

5

3

Enter the remaining field names in the table (in this order): DateOfDonation, Category, Price, DonorName, DonorAddress1, and then DonorAddress2. Change the data type of the DateOfDonation field to Date/Time and the Price field to Currency. Accept Short Text as the data type for the remaining fields.

10

4

Open Excel, and then open the file Items.xlsx. Examine the length of the Category, DonorAddress1, and DonorAddress2 columns. Return to Access. Change the field size for the Category to 15, DonorAddress1 to 25, and DonorAddress2 to 30. Save the table, and switch to Datasheet view.

9

5

Copy and paste the 26 rows from the Excel spreadsheet into the Items table. AutoFit all of the column widths so all data is visible. Save and close the table.

10

6

Verify that the Items table is selected in the Navigation Pane. Create a new form using the Form tool.

6

7

Select all of the fields and labels in the Detail section of the form. Change the layout of the form to a Tabular Layout. With all of the fields selected, switch to Design view and use the Property Sheet to set their widths to 1.3″. Change the width of the ItemID, Category, and Price columns to 0.75″.

10

8

Add conditional formatting so that each Price that is greater than 90 has a font color of Green (in the first row, under Standard Colors). (Hint: Search Conditional Formatting in the Tell me box). Save the form as Auction Items Form.

10

9

Switch to Form view and create a new record. Enter iPad as the Description; 12/31/2018 as the DateOfDonation; House as the Category; $400 as the Price; Staples as the DonorName; 500 Market St as the DonorAddress1; and Brick, NJ 08723 as the DonorAddress2.

10

10

Add a sort to the form, so the lowest priced items display first. Save and close the form.

5

11

Select the Items table in the Navigation Pane and create a report using the Report Wizard. Include all fields except the two donor address fields, group by Category, include the Sum of Price as a Summary Option, accept the default layout, and then save the report Auction Items by Category.

7

12

Switch to Layout view. Resize the DateOfDonation control so that the left edge of the control aligns with the left edge of the column label. Select the Price and Sum of Price controls and increase the width to 0.75″. Select any value in the DonorName column and drag the left edge of the controls to the right to decrease the width of the column. Preview the report to verify the column widths are correct.

3

13

Switch to Layout view, and then sort the report so the least expensive item is displayed first in each group. Save and close the report.

5

14

Select the Items table in the Navigation Pane. Create mailing labels based on the Avery 5660 template. (Hint: Search Labels in the Tell me box and then click the Labels tool in the results.) Place DonorName on the first line, DonorAddress1 on the second line, and DonorAddress2 on the third line. Sort the labels by DonorName. Name the report Donor Labels. After you create the labels, display them in Print Preview mode to verify that all values will fit onto the label template. Close the label report.

10

15

Close all database objects. Close the database and then exit Access. Submit the database as directed.

0

Total Points

100
 
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You are hired by a Swiss distributor of consumer goods, Dicgu, to improve their forecasting capabilities. You are tasked with coming up with quarterly forecasts for item OQB59 that appears to have level, seasonality, and trend. While the company does have an existing Holt-Winter forecasting model, no one knows what the parameters (Alpha, Beta, or Gamma) are.

You do have some information. For example, you know that historically, the demand in each quarter follows this distribution:

– Q1 (January through March) = 60% of average quarterly demand

– Q2 (April through June) = 80% of average quarterly demand

– Q3 (July through September) = 140% of average quarterly demand

– Q4 (October through December) = 120% of average quarterly demand.

You just ran the forecast at the end of September (end of 2014Q3) and you have the following estimates:

For level: a^2014Q3=1049 units

For trend: b^2014Q3=40.9 units per quarter

Q1. What is your forecast for demand for 2014Q4? In other words, what is X^2014Q3,2014Q4?

Enter your answer rounded to two decimal places. (For example, if your answer is 12.3456, you should enter 12.35 in the box below.)

Q2. Suppose the actual demand for item OQB59 in 2014Q4 is 1050 units. What is the lowest possible value for your estimate for level,a^2014Q4?

Enter your answer rounded to two decimal places. (For example, if your answer is 12.3456, you should enter 12.35 in the box below.)

Q3.The model was run at the end of 2014Q4. It provided you with the most recent estimates of each pattern. The estimate for level, a^2014Q4 was 1067.8. What is the value of alpha?

Enter your answer rounded to two decimal places. (For example, if your answer is 12.3456, you should enter 12.35 in the box below.)

Q4.The model was run at the end of 2014Q4. The estimate for trend. b^2014Q4 was found to be 39.6. What is value of beta?

Q5. e model was run at the end of 2014Q4. The estimate for seasonality, F^2014Q4 was found to be 1.189, before any normalization was done. What is the value of gamma?

Enter your answer rounded to two decimal places. (For example, if your answer is 12.3456, you should enter 12.35 in the box below.)

Notes:

1- Kindly write question and answer in order.

2- Kindly read questions and answer as per given data. Please note that For level: a^2014Q3=1049 units not 1054 units For trend: b^2014Q3=40.9 units per quarter not 41.4 units per quarter

Thanks and regards


 
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