_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

AMAZON IS THE COMPANYComplete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Part 1 Assignment.

Marketing Information and Research

Research Question

Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives.

Information Needed

Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem.

Research Recommendations

What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach?
Customer Decision-Making Profile

Identifying the Customer and Problem

Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.

Factors Influencing Customer Decisions

Provide a brief profile of your target segment using at least three of the following categories:

• Geographic characteristics: e.g., location, region, population size or climate.
• Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
• Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
• Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
• B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity

Reaching the Customer

Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.
Positioning and Differentiation

Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions.

Competitive Advantages

List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways.

Market Niche and Positioning Strategy

Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?

Positioning Statement

Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].

Repositioning Considerations

Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not?

Branding

Brand Description

What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it?

Brand Promise

What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit?

Brand Voice and Personality

Describe your brand voice and personality using the is/is never template:

• [Brand] is:
• [Brand] is never: