Integration Paper

Order Description

 

Week 7 Integration Paper
Instructions
The Integration Paper (Week 7) will require students to integrate knowledge and theory from Week 1 through Week 7. Students will be graded holistically based on their
integration of course material, demonstrated understanding of the key concepts from class and the readings and their knowledge of current marketing events in the
business world.
an individual take-home assignment. When you submit this assignment you are validating that the answers to the questions are your own individual work. All completed
assignments are due by November 21, 2017 at 11:59 PM EST. Submit completed assignments in a Word document to the Assignment folder. This individual assignment is worth
15% of the final grade for this course.

Responses to all questions are to be incorporated in ONE document. Response to each question attempted should be at least 500 words but should not exceed 750 words.
Suggested font is Times New Roman (12 point). Document should be double spaced and adhere to APA guidelines.

While high quality outside sources are welcome, you should use information from the course materials to support your responses. When making reference to course
materials, use properly formatted APA citations and references. Your submission must include one reference list at the end of the document with all of the references
used in your responses. In addition to the reference list, you also must provide in-text source citation for direct quotation or paraphrasing of course materials. All
submissions will be vetted to maintain academic integrity.

The assistance of a UMUC Writing Tutor is allowed with respect to writing style and clarity, paper format and proper citation for this assignment. No other outside
assistance is authorized.
Answer ALL FIVE Questions. This individual Assignment counts for 15% of your total course grade, and each of the five questions carries equal weight i.e., 3% of your
total course grade.

One of the most important metrics in Customer Relationship Management (CRM) is that of Customer Lifetime Value (CLV). Choose a retail store chain and suggest the
various strategies it can adopt to maximize CLV. In particular, discuss how CLV can help the retail chain to better manage its customer base.
Many innovative products do not succeed in the marketplace. However, other (innovative) products are readily adopted by consumers and become part of everyday life.
Using smartphones as an example of an innovative product, identify and discuss at least five characteristics that influenced its rate of adoption by consumers.
Based on past evidence in the US market, can a firm effectively change its positioning? Give an example of a firm that changed its positioning and was successful.
Explain why. Given an example of a firm that changed its positioning and was unsuccessful. Explain why.
Go to Nielsen/Claritas website (https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp#)
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp and click on “Zipcode Look up”. Type in a zip code of your choice and find out what PRIZM clusters
predominate in that geographic area. Briefly describe the zip code and the town it represents.
What do the findings tell you about the overall composition of potential customers within that zip code?
Based on the array of clusters represented, what kind of start-up businesses might flourish within that geographic area? Why do you believe those businesses in
particular would be successful?
Brand extensions help companies to introduce new products under an established brand name. However, if the brand extension is not a good fit with the parent brand, it
can actually hurt the latter (i.e., parent brand). Discuss a case where a brand extension failed and damaged the brand equity of the parent brand. Give reasons as to
why the brand extension failed.