think about a time at your job when a specific major decision was made. Were you consulted prior to the decision being made? Were you glad you were included (or not)? If you had to choose between working at a job where every decision was made collaboratively or by the supervisor alone, which would you prefer and why?

MARKETING (Advertising and marketing communications)

A ________________ is an agency document that acts as a “roadmap or platform for creatives to help them understand who the target is, what motivates them and what is unique about their brand to develop the creative campaign.

The three key elements of advertising are to _______________, _________________ and __________________.

Part of the creative communication brief that addresses the personality or brand character of the brand and the campaign is called the ______

An analysis of a brand containing the elements of the company, category, competition and consumer is called the ________analysis.

__________ Research provides you with an opportunity to observe, first hand, what life is like from the consumers point of view…best way to study and record human culture.

_______________ is the grouping of consumers into market segments on the basis of feelings, lifestyles, hobbies, attitudes, beliefs, values, etc.

Name four of the different types of positionings ___________, ____________, ___________, ______________.

In terms of strategic creative approaches, the ___________________ approach is based on an informational message that touches the mind that is very often heavy handed and in your face commercials.

A _______________________ is the person responsible for managing all tangible/intangible characteristics of a brand.

One look and consistent messaging for all marketing across all media i.e. TV, print, Internet, mobile, etc. is a key characteristic of __________________________

This ________________ thinking is defined by intuitive, holistic, artistic, and emotionally expressive thinking?

The AIDA Model helps us understand the consumer buying process. The process includes the steps of ____________________________

_______________ is the Art & Science of identifying groups of consumers with similar needs and wants.

The ____________in developing creative campaigns consists of an emotional appeal and response based on attitudes. moods & feelings

The best way to uncover consumers attitudes towards their product or service is to uncover the why and what motivates them is called ____________ research

A ______________ is a perception that consists of both intangible and intangible elements

Which type of segmentation divides the market using characteristics such as gender, ethnicity, income, and so forth ____________

The energizing and driving force that not only activates consumer behavior but also provides purpose and direction to their purchase decisions is known as__________

Mass marketing is ineffective because _____________________________

We are all influenced by ___________ groups in our consumer behavior and decision-making process like

Brands need to understand different kinds of segmentation. One important factor is to know that people change over time as they get older. This is known as _____________

Identifying a group of people for which a brand designs a marketing mix intended to meet the needs & wants of that group is known as _____________________

___________ is the process where any individual selects and interprets stimuli into a personal meaningful picture

The ____________department within the agency conducts, surveys and focus to understand the consumer for the development of advertising.

Prestige, status, and accomplishments are all examples of which level of needs in Maslow's Hierarchy of Needs? ____________

The type of segmentation that helps marketers determine the consumers need for products and provides information i.e. factors such as: age, income, geographic area, education, etc. is called _______________

Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement? __________________

We have discussed in class the different ways that a brand develops its positioning that forms the basis for an advertising campaign. What does the brand base its unique positioning statement that is different from other brands? _____________________-

The “Place” a brand occupies in consumer’s mind belongs in a definition of ________________

The _______________ team within the agency is responsible for the development and production of the advertising and communications material.

_________________ is the stage in the consumer decision-making process in which consumers sort out products on the basis of tangible and intangible features.

Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"? _____________

Background research that uses published information about the company’s company, category, competition and consumer is known as _______research

What type of thinking does not make for Great Creative work? __________________

________ is the total of learned beliefs, values and customs that regulate consumer behavior

The ___________________________________matches the right audience to right message. in right medium to reach audience.

An ad may be entertaining but if it isn’t relevant to the advertising strategy & based on consumer needs IT WILL FAIL. Within creativity, this is known as __________________________

If sexual harassment is illegal and clearly immoral, how can the guidelines against sexual harassment be controversial? What aspects do some find problematic?

Marketers increasingly emphasize a two-tier, “Tiffany/Walmart” strategy. Many firms now offer different variations of the same basic offering to high-end and low-end segments. Gap’s Banana Republic chain sells blue jeans for $58, whereas Old Navy stores sell a slightly different version for $22.

What do you all think of this marketing strategy as it pertains to targeting different markets? Are you aware of other examples of this strategy in place? How does it - or would it - impact your purchasing decisions?

Discuss how CSR and sustainable development initiatives yield competitive advantage for corporations. Discuss them with suitable examples.

How should Global Enterprises craft their market message? Research, find and share an example of either a very successful global marketing message or a less than successful global marketing message. (Please do not use an example from the eText.) Why do you believe these did or didn't succeed?

Why was Mathias Muller replaced as VW's CEO (despite being incredibly successful )?. Did leadership style play a role in his ouster ?

What leadership traits did Mark Zuckerberg display in his Congressional testimony?

“Frankly speaking, Jeff, I didn’t think we would stand a chance in winning this $20 million program. I was really surprised when they said that they’d like to accept our bid and begin negotiations. As Chief contract administrator, you will head up the negotiation team, “remarked Gus Bell, vice president and general manager of Cory Electric. “You have two weeks to prepare your data and line up your team. I want to see you when you’re ready to go”. Jeff Stokes was chief contract negotiator for Cory Electric, a $250- million-a year electrical components manufacturer serving virtually every major U.S industry. Cory Electric had a well-established matrix structure that had withstood fifteen years of testing. Job casting standards were well established, but did include some “fat” upon the discretion of the functional manager. Two weeks later, Jeff met with Gus Bell to discuss the negotiation process. Gus Bell: “Have you selected an appropriate team? You had better make sure that you’re covered on all sides” Jeff: “There will be four, plus myself, at the negotiating table; the programme manager, the chief engineer who developed the engineering labour packages; the chief manufacturing engineer who developed the production labour package; and a pricing specialist who has been on the proposal since the kick-off meeting. We have a strong team and should be able to handle any questions” Gus Bell: “Okay, I’II take your word for it. I have my own checklist for contract negotiations. I want you to come back with a guaranteed fee of $1.6 million for our stockholders. Have you worked out the possible situations based on the negotiated costs?” Jeff: “Yes! Our minimum position is $20 million plus an 8 percent profit. Of course, this profit percentage will vary depending on the negotiated cost. We can bid the programme at $15 million cost; that’s $5 million below our target cost and still book a 1.6 million profit by overrunning the cost-plus-fee contract. Here is a list of the possible cases. See Exhibit one below. Jeff: “I’ve read over all terms and conditions, and so have all the project office personnel as well as the key functional managers. The only major item is that the customer wants us to qualify some few vendors as sources for raw material procurement. We have included in the package the cost of qualifying two new raw material suppliers” Gus Bell: “Where are the weak points in our proposal? I’m sure we have some” Jeff: “Last month, the customer sent in a finding team to go over all of our labour justifications. The impression that I get from our people is that we’re covered all the way round. The only major problem might be where we’ll be performing on our learning curve. We put into the proposal 45 percent learning curve efficiency. The customer has indicated that we should be up around 50 to 55 percent efficiency based on our previous contracts with him. Unfortunately, those contracts the customer referred to were four years old. Several of the employees who worked on those programs have left the company. Others are assigned to on-going projects here at Cory. I estimate that we could put together about 10 percent of people we used previously. That learning curve percentage will be a big point for disagreements. We finished off the previous programs with the customer at 35 percent learning curve position. I don’t see how they can expect us to be smarter, given these circumstances.” Gus Bell: “If that’s the only weakness, then we’re in good shape. It sounds like we have a fool proof audit trail. That’s good! What’s your negotiation sequence going to be? Jeff: “I’d like to negotiate the bottom line only, but that’s a dream. We’ll probably negotiate the raw materials, the man-hours and the learning curve, the overhead rate, and finally the profit percentage. Hopefully, we can do it in that order.” Gus Bell: “Do you think that we’ll be able to negotiate a cost above our minimum position?” Jeff: “Our proposal was $22.2 million. I don’t foresee any problem that will prevent us from coming out ahead of the minimum position. The 5 percent change in learning curve efficiency amounts to approximately $ 1 million. We should be well covered. “The first move will be up to them. I expect that they’ll come in with an offer of $ 18 to $19 million. Using the binary chop procedure, that’ll give us our guaranteed minimum position. Gus Bell: “Do you know the guys who you’ll be negotiating with?” Jeff: “Yes, I’ve dealt with them before. The last time, the negotiations took three days. I think we both got what we wanted. I expect this one to go just smoothly” Gus Bell: “Okay, Jeff. I’m convinced we’re prepared for negotiations. Have a good trip” The negotiations began at 9:00 A .M on Monday morning. The customer countered the original proposal of $22.2 million with an offer of $15 million. After six solid hours of arguments, Jeff and his team adjourned. Jeff immediately called Gus Bell at Cory Electric. Jeff: “Their counteroffer to our bid is absurd. They’ve asked us to make a counteroffer to their offer. We can’t do that. The instant we give them a counter-offer, we are in fact giving credibility to their absurd bid. Now, they’re claiming that, if we don’t give them a counteroffer, then we’re not bargaining in good faith. I think we’re in trouble” Gus Bell: “Has the customer done their homework to justify their bid?” Jeff: “Yes, very well”. Tomorrow we’re going to discuss every element of the proposal, task by task. Unless something drastically changes in their position within the next day or two, contract negotiations will probably take up to a month” Gus Bell: “Perhaps this is one program that should be negotiated at the top levels of management. Find out if the person that you’re negotiating with reports to a vice president and general manager, as you do. If not, break off contract negotiations until the customer gives us someone at your level. We’ll negotiate this at my level, if necessary.”

For the case study above, Create a PERT schedule with the key activities for the $20 million contract negotiation project. There should be between 6 to 10 activities identified from the case study. Additional relevant activities may be included. Create an AON network diagram and find the critical path using slack once estimated activity time is established.

Please describe what "grandfather rights" are? Please describe what slot allocation is and the current airports in the United States that use this process? Please list five predictions for the future of airline?

Project Selection is typically based on which of the following considerations?

300 word minimum.

----------------------------------------------------

Choose one of the major types of bailment commercial proprietors (innkeepers, carriers, or warehousers). Explain the law surrounding that proprietor, according to the book, and the basic service they provide. Then, imagine you are an attorney asked to advise at the formation of one of these businesses. What advice do you provide them to make sure they are within the law? Find examples from the Internet to support your recommendations.

Debate the inputs, tools and techniques, and the outputs of the risk management process as prescribed by the PMI. Your discussion must reference the case study even if you have to make some assumptions.

PMI: Project Management Institute (PMI), in A Guide to the Project Management Body of Knowledge (PMBOK^®

Analyse with suitable examples whether CSR increases the bottom-line companies.