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Royal Crown and Whitfield Distributions signed a contract providing that Whitfield Distributions would use reasonable efforts to promote and sell Royal Crown’s diet drink. Royal Crown was already being sold in Harris Teeter. After the contract was signed, Whitfield Distributions stopped conducting in-store demos of Royal Crown. It did not repackage the product as Royal Crown and Harris Teeter had requested. Sales of Royal Crown continued to increase during the term of the contract. Royal Crown sued Whitfield Distributions, alleging a violation of the agreement.

(Same situation) Suppose the contract stated: 1) Whitfield Distributions will make reasonable efforts to promote Royal Crown 2) Royal Crown will pay Whitfield Distributions $30,000 for its services. If Royal Crown wanted to pay only if Whitfield Distributions did an acceptable job, it should have

A) Added a modification clause

B) Made payment a conditional clause

C) Payment be at Whitfield Distributions’s sole discretion

D) Made payment a reciprocal clause

 
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Case study:

Amazon.com: Obsessed with Creating Customer Value and Relationships
When you think of shopping online, chances are good that you think first of Amazon. The company sells everything from books, music, electronics, tools, housewares, apparel, and groceries to loose diamonds and Maine lobsters. From the start, Amazon has grown explosively. Its annual sales have rocketed from a modest S150 million in 1997 to more than $74 billion today. What has made Amazon such an amazing success story? Founder and CEO Jeff Bezos put it in three simple words: “Obsess over customers.” To its core, the company is relentlessly customer-driven. Amazon wants to deliver a special experience to every customer. Most regulars feel a surprisingly strong relationship with the company, especially given the almost complete lack of actual human interaction. Visitors to Amazon.com find a huge selection, good value, low prices, and convenience. But it’s the discovery” factor that makes the buying experience really special. Amazon.com has become a kind of online community in which customers can browse for products, research purchase alternatives, share opinions and reviews with other visitors, and chat online with authors and experts. That ability to share opinions and reviews builds relationships with the company and with other customers. Indeed, Amazon has become a leader for companies that are obsessively and successfully focused on delivering customer value.
Based on what you studied in the BE200 course, the case study, and other external sources, answer the following questions:
Explain in detail the model of the marketing process. Illustrate your answer with a proper diagram. Referring to the Amazon website and your reading of the above case, what needs, wants, and/or demands is Amazon attempting to fill? Describe their marketing offers. What are their markets? Describe how Amazon builds relationships with customers. Word count: 1000 words. Q2. (50 marks.) Explain the steps in strategic planning. Illustrate your answer with a proper diagram. Highlight the difference between a product-oriented mission statement and a market-oriented mission statement for Amazon. Briefly describe the “four Ps” employed by Amazon and how they fit within the context of its business and marketing strategy.

 
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write a comment on the below discussion. Do you agree with the below discussion? Why or Why not? Also, give your opinion too.

Discussion 1:

EMR Rollout

Across the board, all research points to the issues that the VA is having in implementing the EHRM project. Of course, when we have such a big change happening in a large organization, the change will be cumbersome, and there will be pushback. Nevertheless, the most essential point to note—and the thing that many will remember—is how well-planned or unplanned the change is.

The EMR implementation within the VA is failing—but it is not a surprise—as many government projects done at the scale of EHRM do the same way. Even projects that succeed do so only after many struggles and after doubling the length of schedule and the budget. This particular project has thus far missed almost every deadline it set and significantly increased its budget. There is also no proof that the VA follows the guidance set by private entities that have done this transition before.

The VA attempted to get ahead of its track record by having the VA’s Office of Information Technology implement lean principles. The only problem was that the EHRM was not managed by OIT, rather a separate program using the waterfall method. Further, the program management is outside the VA, leading to a loss of accountability. No one can take direct action for pitfalls. Lastly, a large group such as the VA with over 350,000 employees must have proper training and committees to ensure that information is handled correctly by cross-training.

Projects for large groups are meant to have issues—and failure-prone. Dealing with and accepting reality is the first step. The VA is maintaining an “all is well” approach to the situation, which is not the right step. They need to acknowledge the issue, bring accountability to their management, and hire a consultancy to revamp the EMR rollout.

 
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What is the importance of Facebook for marketing communications? 2. Briefly, how are marketers effectively using their Facebook pages? 3. How do consumers interact with brands on Facebook? What is the key for this to be successful? 4. What can marketers do to encourage ongoing involvement once a consumer has “liked” a brand or page? 5. Think about your own consumption habits. How much are you influenced by the mention of brands through social media? Influence can come from the company if you have “liked” their page, from ads along the sides, or from status updates or posts from your friends that advocate or banish a particular brand. Do you pay attention to brand names in posts? (This does not have to be specific to Facebook, but may also be extended to Twitter or other forms of social media that you engage in)

 
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