Marketing Technologies & Innovation Presentation

Description/Paper Instructions

Poor Adoption of Marketing Technologies & Innovation Presentation

Week 6 Assignment – Principles and Concepts of Marketing
In this assignment, you will create an original analysis for a business failure for a selected brand. Select only one brand/product failure from those provided below. Using the information listed, as well as your own research, assess the brand/product failure by completing the PowerPoint template located in the Blackboard online course with your original analysis on the business failure. At the end of the template, be sure to assess the key marketing principles and concepts the business failed to consider and your recommendations for what the business should have done. Please refer to the grading rubric for this assignment.  Your grade will be based on answer quality, logic and organization, and language and writing skills.Instructions

Download the following:

Week 6 Assignment Sample [PPTX] to see an example of a completed assignment.

Week 6 Assignment: Principles and Concepts of Marketing Template [PPTX] to your computer and Save As, using the following identifier: LastName_FirstName_Week6_Assignment.

Select one of the following marketing failures:

The Rise and Fall of Circuit City [PDF]. Circuit City was the “go to” place for all our technological needs. Over the years, Circuit City built itself into 1,520 stores in the United States and Canada and 46,000 workers. Competitors popped up, such as Minnesota-based Best Buy and discount club stores such as Costco. As a result of many failures, Circuit City is no longer in business. Sometime during the 1990s, Circuit City lost its way:

It dumped sales of popular appliances.

It let a lot of talented management go to its spinoff store chain, CarMax.

It expanded stores until they became too impersonal and too large.

It became merely reactive and not innovative as Best Buy took off.

It had too many stores in bad locations.

It stopped paying commissions to its sales force and then fired 3,400 of its most experienced salespeople in an attempt to save money.

There was a lot of leadership turnover.

Its commercial credit became tight.

The Downfall of Toys R Us — Don’t Blame Amazon!

Founded in April 1948 by Charles Lazarus, an American entrepreneur, Toys R Us became the most well-known and successful international toy retailer. At its peak, Toy R Us was considered a category killer. In 2018, seventy years later, the giant company filed for bankruptcy and closed its stores worldwide.

4 Reasons Amazon’s Fire Phone Was a Flop.

Amazon has been guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s most customer-centric company, best employer, and safest place to work. Their name has become synonymous with online shopping and discount shopping and on the forefront for most of their consumers’ online needs.

However, not all endeavors have been successful. In 2014 Amazon released its Amazon Fire Phone. Consumers and analysts were expecting Amazon to follow its familiar playbook of offering a cheap, but good-enough product that could undercut other devices already on the market.  However, the phoned ended up costing the company a loss of over 170 million.

Google Shuts Failed Social Network Google+.

Google’s primary mission is to provide people around the world with a search engine to find information, learn about topics of interest, and make important decisions. As technology evolves, they claim they will continue to help everyone find the information they’re looking for.

As the years have progressed, Google has evolved to offering many different technological items such as web-based search tools, advertising services, communication and publishing tools, map-related products, statistical tools, business-oriented products, developer tools, security tools, desktop applications, computer products, and cellular devices. In 2011 they even developed their social media platform Google+, which was meant to rival Facebook. The idea was for the platform to be synchronized with all other Google created products and software services for seamless integration. However, things did not go as planned. By 2019 Google decided to pull funding in order to reallocate it to more profitable avenues.

Complete the PowerPoint Presentation template containing a minimum of four slides, discussing your chosen marketing failure.

Save your document as MKT100_LastName_FirstName_Week6_Assignment (example: MKT100_Doe_John_Week6_Assignment).

Submit the completed template by clicking the title to this assignment.

Formatting Requirements
This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your professor for any additional instructions.The specific course outcome associated with this assignment is:

Apply the key principles and concepts of marketing.

RUBRIC QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points:  Student failed to submit the final paper. 20 points out of 50:  The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50:  The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately.  Elements of the required response may also be lacking. 40 points out of 50:  The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples.  The answer is complete. 50 points:  The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples.  No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points:  Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points:  Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points:  References to scholarly sources are occasionally given; many statements seem unsubstantiated.  Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points:  Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented.  APA 6th Edition is used with only a few minor errors.  There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points:  Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented.  APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points:  Student failed to submit the final paper. 5 points out of 20:  The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors  10 points out 20:  The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20:  The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points:  The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points:  Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements.  The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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