Analysis of the United States Automotive Industry. This paper contains 2 sections as described in these instructions. Please use scholarly resources. This is Part 2 of a larger paper. I will upload Part 1 as an example of format and help with the overall flow of the paper. These instructions will also be attached as a separate file. Section 1: (should be approximately 4 pages in length) Communications and Access Double-spaced, 12-point Times New Roman font, 1-inch margins, 3-5 paragraphs per page, subheadings. OVERVIEW This section of your portfolio paper should: 1) describe the major channels that your industry uses to communicate with its customersadvertising, public relations, personal selling, social media, promotions, sponsorships, and so on; 2) identify the major influences that your industry tries to use to affect customer choices; 3) describe the major ways that your industry uses to give customers access to its market offeringsstocking shelves in a traditional supply chain, on-line downloads, store locations, and other options that are likely to vary from industry to industry. Access has two major dimensions: mental and physical. For many organizations, one goal of marketing communications is to raise brand awareness. For example, when runners think of athletic shoes, Nike probably comes to mind. It is not enough, however, for the brand to come to mind. The customer must also be able to physically acquire Nike athletic shoes. That means they need to be on store shelves or in warehouses for online ORGANIZATION: MARKET SEGMENTS As with Value Propositions, one way to organize the body of this paper is with a brief overview of the topics, communications and access, followed by a more detailed discussion of these ideas for each market segment. However, you might also choose to organize by topic and then use market segments as examples. COMMUNICATIONS AND ACCESS For services, these two issues are not easily separated. If your industry is software, for example, you may communicate though social media and your customers may access your products by downloading the software. But the basics may still apply: do firms in your industry advertise, sell in person, sponsor sporting events, use testimonials, samples, freemiums, or other techniques? Describe them in this portion of your portfolio paper. PSYCHOLOGY: ENGAGEMENT, EFFECTS, AND CUSTOMER BRAINS The psychology of marketing is on full display in this portion of your paper. Communications are attempts to influence customer behavior and consumer decisions in the direction you favor. Choice architecture and the tools of propaganda play major roles here. For example, do customers go to your convenience store because they prefer the brand of gasoline you sell, or because it is located on their way to work? Section 2: (approximately 2 pages in length) Ethics Double-spaced, references as needed, subheadings, 3-5 paragraphs per page OVERVIEW This section of your portfolio paper should: 1) briefly identify the major ethical issues confronted by firms in your chosen industry; 2) explain the approaches taken by major firms to deal with those issues; and 3) assess the degree to which firms in the industry are authentic in addressing these issues. CORPORATE SOCIAL RESPONSIBILITY Ethical issues are often put under the umbrella of Corporate Social Responsibility (CSR). However, CSR does not address the context in which the ethical issues arise nor does it, based on the label, address issues outside of a corporations control. The most common categories of ethical issues raise in this context are sustainability, treatment of labor, and corruption of government officials. However, you should keep in mind issues like honesty in advertising, product performance and quality, and treatment of customers, all of which may have ethical content.
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