Chat with us, powered by LiveChat PROFESSIONAL WRITING ASSIGNMENT Content Question 1 This is the third professional writing assign | Max paper
  

 PROFESSIONAL WRITING ASSIGNMENT Content

 Question 1  

This is the third professional writing assignment. It compliments quite nicely with social media.

We know that this happens, especially in social media. A customer complaint highlights a problem that may have to do with your product, an employee, or some internal process that has created an unsatisfactory condition for the customer. You have received a complaint from one of your loyal customers about a bad experience he had with a cell phone that he has purchased. When he attempted to return it for a full refund, the sales person informed him that a refund would not be an option because the purchase had been made more than 8 days ago. However, the sales person did offer to fix the phone for the customer ata price of $400; this offer was unacceptable to the customer, who clearly wanted a refund for a cell phone that malfunctioned. It is apparent that your customer is frustrated and very disappointed. Write a letter (or an e-mail) responding to the customer and detail how you could resolve his issue(s). You are at liberty to discuss the matter with your supervisor to come up with an option to resolve this issue and retain a loyal customer. Your response should be detailed and specifically outline the proposed resolution.

HINT: Be sure to include an overview of the situation and your thoughts about it. THEN include the letter to the customer.

It should be at least 2-3 pages and include at least one reference.

MK101-Professional Writing Assignment

Page 1 of 2 updated fl2018

The purpose of this assignment is to develop your writing skills as they pertain to this course.
As discussed in class, communication is a critical component of organizational effectiveness in all areas
of its operations, and as this pertains to you, communication is critical to your personal professional
development.

In addition to developing your oral and written communication skills, it is important that you be able to
discern the appropriate mode of communication. Some of the factors that impact the mode (how to
deliver the message) have to do with the sensitivity of the situation, its criticality and how quickly the
message needs to be relayed and/or responded to; as well as the need to have sufficient, relevant,
accurate, and timely documentation, and there could be many other factors.

The three writing assignments were designed with the above in mind. Please use the Student
Professional Writing Guide that your professor has provided to you in order to complete the
assignments that follow.

You are asked to complete all three assignments, building upon the feedback that you receive from your
professor. Please refer to the writing rubric to understand how you will be graded.

Assignment 1—Advertising Appeals:

Advertising appeals are designed to stimulate a consumer need or want that will ultimately become an
exchange.

Common advertising appeals include health, fear, admiration, convenience, fun and pleasure, vanity,
and social consciousness. Find two examples of online advertisements that use one of these appeals,
(you can search product websites, YouTube, and/or Facebook. For each ad, identify the advertising
appeal and explain how that appeal is appropriate given the target market. Please be sure to include the
online link(s) for your ads; you work cannot be graded without the online links; be sure the links are
working before you submit your work.

Assignment 2—Marketing Ethics:

Marketing ethics is an area of applied ethics which deals with the moral principles that govern the
business function of marketing. One of your long-time customers has asked you to recommend a laptop
that she intends to buy for her pregnant daughter who will be working from home for the duration of
her pregnancy. As you examine the options you have in your inventory, you notice that each laptop has
a small printed message that reads “Warning: This product contains chemicals, including lead, known to
the State of California to cause cancer, and birth defects or other reproductive harm. Wash hands after
handling.” How would you respond to your customer’s e-mail? Keep in mind that year end is
approaching and you are working hard to reach the established sales goals, which will also earn you a
sizable bonus.

Assignment 3—Respond to a Customer Complaint:

A customer complaint highlights a problem that may have to do with your product, an employee, or
some internal process that has created an unsatisfactory condition for the customer.

You have received a complaint from one of your loyal customers about a bad experience he had with a
cell phone that he has purchased. When he attempted to return it for a full refund, the sales person
informed him that a refund would not be an option because the purchase had been made more than 14

MK101-Professional Writing Assignment

Page 2 of 2 updated fl2018

days ago. However, the sales person did offer to fix the phone for the customer at a price of $400; this
offer was unacceptable to the customer, who clearly wanted a refund for a cell phone that
malfunctioned. It is apparent that your customer is frustrated and very disappointed. Write a letter (or
an e-mail) responding to the customer and detail how you could resolve his issue(s). You are at liberty to
discuss the matter with your supervisor to come up with an option to resolve this issue and retain a loyal
customer. Your response should be detailed and specifically outline the proposed resolution.

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1

Define social media and describe how they differ from traditional advertising media.

Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions.

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:

LO2

LO1

16-2

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2

Describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network.

Compare the performance measures of social media linked to costs (inputs) versus revenues (outputs).

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:

LO4

LO3

16-3

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3

Identify the cause of the convergence of the real and digital worlds and how this will affect the future of social media.

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:

LO5

16-4

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4

HOW TO CONNECT WITH WITH TODAY’S COLLEGE STUDENT? USE FACEBOOK AND TWITTER!

16-5

Finding Volunteers for Freshman Move-in Day

College Students and Social Media

Facebook

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5

How Social Media Came About

Social Network

Blog

Social Media

User Generated Content (UGC)

UNDERSTANDING SOCIAL MEDIA

WHAT ARE SOCIAL MEDIA?

LO1

16-6

Web 2.0

Wiki

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6

Classifying Social Media

Media Richness

Self-Disclosure

UNDERSTANDING SOCIAL MEDIA

WHAT ARE SOCIAL MEDIA?

LO1

16-7

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7

FIGURE 16-1 Social media classified by media richness and self-disclosure

16-8

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8

Ability to Reach Both Large and Niche Audiences

UNDERSTANDING SOCIAL MEDIA

COMPARING SOCIAL & TRADITIONAL MEDIA

LO1

Expense and Access

Training and Number of People Involved

Permanence

Credibility and Social Authority

Time to Delivery

16-9

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9

FIGURE 16-2 How brand managers can use four social networks to develop marketing actions

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Facebook

Keep It Fresh

FOUR IMPORTANT SOCIAL NETWORKS

FACEBOOK

LO2

Facebook in a Brand Manager’s Strategy

Facebook Pages: Generate Awareness

Let Users Get Engaged and Guide Content

Make It Familiar, But with a Twist

16-11

Be Creative – use links, photos, videos

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11

Hashtag Roll-out

FOUR IMPORTANT SOCIAL NETWORKS

FACEBOOK

LO2

Updating Facebook

Ads on Mobile Devices

Customizing Facebook’s News Feeds

16-12

Privacy Settings

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12

Launching a New Social Network Using Facebook

FOUR IMPORTANT SOCIAL NETWORKS

FACEBOOK

LO2

StuffDot Web site

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FIGURE 16-3 StuffDOT’s Facebook Page

“Share, Shop, Earn!”

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Twitter

Follow the Twitter Profiles

FOUR IMPORTANT SOCIAL NETWORKS

TWITTER

LO2

Twitter in a Brand Manager’s Strategy

Generate Brand Buzz

Tweet on Topics of Interest to Consumers

16-15

http://www.stuffdot.com

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15

LinkedIn

FOUR IMPORTANT SOCIAL NETWORKS

LINKEDIN

LO2

LinkedIn in a Brand Manager’s Strategy

16-16

Building B2B Image

Networking with Industry-Related Groups

Identifying Sales Leads & Locate Vendors

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16

LinkedIn in a College Senior’s Job Search

Include Professional Photo

Create Professional Summary

FOUR IMPORTANT SOCIAL NETWORKS

LINKEDIN

LO2

Write Informative, Short Headline

Fill the Skills & Expertise Section

16-17

Include Recommendations

Set profile to public and create URL

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17

YouTube

FOUR IMPORTANT SOCIAL NETWORKS

YOUTUBE

LO2

YouTube in a Brand Manager’s Strategy

OK Go Music

16-18

Exploit Visual Aspects
of Your Message

Use YouTube Analytics
to Target Viewers

Create a Brand Channel
with Key Words

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18

MARKETING MATTERS
Some of Your Other Favorite Social Networks?

LO2

16-19

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19

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS

LO3

Traditional Media: Passive Receivers

Social Media:

Active
Receivers

Influentials

Delighted

Evangelists

16-20

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20

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
SELECTING THE SOCIAL NETWORK

LO3

Recent Growth of the 4 Social Networks

Audience Data for Social Networks

Assess:

Characteristics of the Visitors

Number of Daily Visitors

16-21

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21

FIGURE 16-4 The number of unique visitors and users for four social network sites: YouTube, Facebook, Twitter, and LinkedIn

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INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
HOW SOCIAL MEDIA PRODUCE SALES

LO4

Facebook Ad Platform:
Role of the Pepsi Brand Manager

Role of the Social Media

16-23

Peps MAX Video

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23

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS

LO4

Performance Measures Linked to Inputs or Costs

Cost per Action (CPA)

Cost per Thousand (CPM)

Cost per Click (CPC)

16-24

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24

FIGURE 16-5 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager

16-25

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25

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS

LO4

Performance Measures
Linked to Outputs or Revenues

Users/members

Share of Voice

Page Views

Visitors

Unique Visitors

Average Page Views
per Visitors

Interaction Rate

Click-Through Rate

Fan Source

16-26

Fans

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26

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS

LO4

Specialized Focus for Other Social Networks: Pinterest

16-27

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27

The Background

The Half-Court Hero Contest

Carmex

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
CARMEX AND LEBRON JAMES

LO4

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The “Shot” Goes Viral

Brand Manager Social Media Lessons

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
CARMEX AND LEBRON JAMES

LO4

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THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL & DIGITAL WORLDS

LO5

Apps

16-30

Smartphones

Databases and Algorithms

Clash of Clans

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30

THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
MOBILE MARKETING: TIGHTENING LINKS TO ACTIONS

LO5

Price-Comparison Searches

Loyalty Programs

Location-Based Promotions

16-31

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31

THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
WHERE TO NOW?

LO5

Near Field Communications

Purchases Where the Buyer Controls All

Privacy: How Much “Convergence” is Too Much?

Purchases Where Sensors Have Some Control

16-32

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32

VIDEO CASE 16

STUFFDOT™, INC.: REWARDING SOCIAL MEDIA USERS FOR SHOPPING AND SHARING

StuffDOT Video Case

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1. What recent StuffDOT actions have added to its user-friendliness?

VIDEO CASE 16

STUFFDOT

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2. (a) Who are StuffDOT’s major competitors and (b) what point(s) of difference should StuffDOT use to distinguish itself from them?

VIDEO CASE 16

STUFFDOT

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3. How should StuffDOT be marketed so that it becomes an integral part of everyday life?

VIDEO CASE 16

STUFFDOT

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4. How can the team create “buzz” for StuffDOT and grow its user base most effectively (a) using social media platforms (like Facebook and Twitter) and (b) using its own website?

VIDEO CASE 16

STUFFDOT

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WHAT ARE
THE MOST POPULAR
FACEBOOK BRANDS?

IN-CLASS ACTIVITY 16-1

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Blog

A blog, which is a contraction of “web log,” is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization.

16-41

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41

User Generated Content (UGC)

User generated content (UGC) consists of the various forms of online media content that are publicly available and created by end users.

16-42

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42

Social Media

Social media consist of online media where users submit comments, photos, and videos—often accompanied by
a feedback process to identify “popular” topics.

16-43

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43

Facebook

Facebook is a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them.

16-44

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44

Twitter

Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long.

16-45

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45

LinkedIn

LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.

16-46

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46

YouTube

YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos.

16-47

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47

Apps

Apps are small, downloadable software programs that can run on smartphones and tablet devices.

16-48

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48

403

UNDERSTANDING SOCIAL MEDIA

Defining social media is challenging, but it’s necessary to help a brand or marketing
manager select the right one. This section defines social media, positions a number of
social networks, and compares social and traditional media. As you read this, consider
how you might choose a social network if you—like college students around the
globe—were using one to launch a start-up business or expand a small business.

What Are Social Media?
This section describes how social media came about, defines social media, and pro-
vides a means of classifying the countless social media networks available to assist
marketing managers in choosing among them.

Defining Social Media Social media represent a unique blending of technology
and social interaction to create personal value for users. Social media are online me-
dia where users submit comments, photos, and videos—often accompanied by a feed-
back process to identify “popular” topics.4 Most social media involve a genuine online
conversation among people about a subject of mutual interest, one built on their per-
sonal thoughts and experiences. However, other social media sites involve games and
virtual worlds, in which the online interaction includes playing a game, completing a
quest, controlling an avatar, and so on. Business firms also refer to social media as
“consumer-generated media.” A single social media site with millions of users inter-
acting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as
a social network.

Define social media
and describe how
they differ from
traditional
advertising media.

LO 16-1

social media
Online media where
users submit comments,
photos, and videos—often
accompanied by a feedback
process to identify
“popular” topics.

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