...The Art of the White Paper July 2003 Executive Summary...................................................................1 What is a White Paper? .............................................................2 White Papers Come in Many Flavors..........................................3 Why Write a White Paper? ........................................................3 Industry Standards for White Papers ........................................4 Who Reads White Papers?.........................................................5 Who Writes White Papers? ........................................................6 Success Factors for White Papers..............................................7 A Gordon & Gordon Success Story.............................................8 Copies of this white paper can be obtained from www.gordonandgordon.com/downloads.html © 2001-2003 by Manuel Gordon and Gordon Graham Executive Summary High-tech companies produce a lot of white papers, and many IT managers use them—even if no one can clearly explain what they are. This paper begins by describing the various kinds of white papers, and the various purposes for which they are needed. Although no industry standards exist for white papers, we can make some generalizations. Most white papers are around 10 letter-sized pages with black & white illustrations. They are written with an authoritative, neutral tone. Most are distributed through the Web as PDFs. They can take from 4 to 10 weeks and cost from...
Words: 2701 - Pages: 11
...Dissecting the Success of Nina4Airbnb A White Paper on The Foundations of Marketing and How You Can Apply The Lessons to Your Campaigns By Nina Mufleh July 2015 What’s This About? In April, I launched the most exciting campaign of my career. After a decade of working with high profile personalities and Fortune 500 brands, I applied what I learned about marketing and storytelling to build a campaign that would show Silicon Valley com panies the value I would add to their teams. W ithin two weeks, the website that hosted the cam paign received nearly half a m illion hits, m y resum e was viewed over 14,000 tim es and I achieved m y goal of interviewing with Airbnb and dozens of other high profile companies. W ith global m edia attention and m illions of im pressions through social m edia, the experim ent was a hit. I’ve worked on several high impact campaigns, and this is the most exciting one because it succeeded without a budget or a support team, proving that the success was completely tied to executing the foundations of marketing. I never formally studied marketing, but I’ve always had an insatiable curiosity about what grasps people’s attention. I taught m yself the foundations by harnessing that curiosity, and I’m sharing my approach to creating Nina4Airbnb with the aim of adding value to other curious minds and sparking m ore interesting campaigns. The Background / The Challenge I moved back to California in 2014 after a decade in the Middle...
Words: 4962 - Pages: 20
...Assignment - MKT101 Principles of Marketing Vietnam National University International School HELP Bachelor of Business (Hons) MKT101 PRINCIPLES OF MARKETING Assignment Year 1, Semester 1, March 2012 Date of Release: 16 April 2012 1 Assignment - MKT101 Principles of Marketing ASSIGNMENT DETAILS Format:! ! Written Report Word Limit:! ! Approximately 3,000 - 3,500 words ! (Please indicate the word count) ! ! Due Date:! ! 28 May 2012 ! ! ! No extension will be granted Value:! ! 40% of total assessment for this subject Assignment Rationale This assignment is designed to expose you to some basic practical applications of marketing concepts that you have learned in class. This will test your understanding of how to conduct a situation analysis and to develop a marketing plan. Assignment task As an established private publishing house in Vietnam, your company has come up with a magazine line that features articles for a specific group of readers. The Marketing Director is so passionate about the magazine and cannot wait to launch it. However, as a prudent Director, she needs to have a Marketing Plan. She has instructed you to come up with that Marketing Plan. Tips: Students are encouraged to read Appendix 1 of the prescribed textbook to get a feel of what Marketing Plan is about. 2 Assignment - MKT101 Principles of Marketing Suggested Content Page To assist you with the preparation of...
Words: 1150 - Pages: 5
...INDUSTRIAL DESIGN Product Design Industrial design is the use of both applied art and science to create and develop products that benefit both the user and manufacture. Industrial designers also known as Product designers prepare drawings and illustrations of products that assist in the decision making process. Once the decisions have been made they then prepare the models or prototypes to be demonstrated or tested. However products such as textiles and furniture have designers who specialise in their development. From original idea to final product there is a long and involved process even for something as simple as a small home appliance. A large amount of development time is required to design a product that is marketing success. Industrial designers Paul Taylor and Gerry Mussett designed the Axis kettle in 1993. Although Gerry Musset explains how Kambrook and The Key Centre for Design were involved in the concept development and models he left the project when it got to the production drawing stage. Kambrook then took over the kettle’s production. The Axis kettle is designed for all demographics with safe, convenient everyday use, easy to pick up, cordless electrical connection, at affordable prices. Constructed mostly of stainless steal or plastic materials. In time researchers observed that kettles were often over filled and that users would typically boil a kettle and walk away only to return and boil it again. To try and prevent this from happening the...
Words: 1579 - Pages: 7
...edu Monday, Wednesday, & Friday: 10 am – 11 am Monday: 1 pm – 4 pm Tuesday: 5 pm – 6 pm Thursday: 9 am-1 pm Other times by appointment Description of the Course Course Name, Number and Section: Principles of Marketing, BMKT 3311 01 Term: Spring 2013 Catalog Description: Introduces students to basic concepts, practices, and techniques of contemporary marketing. Time/Location Course Meets: MWF @ 11:00-11:50 pm in PAC 222 Course Objectives: By to end of this course you should have accomplished the following learning objectives (LO): LO1: Define, explain and differentiate between the four strategy elements of marketing (4Ps), as well as explain how they work together in the "marketing mix" LO2: Define marketing including such concepts as product/service development, efficient distribution and consumer segmentation LO3: Explain why marketing decision-makers must be aware of the constant flux of the mix variables and the dynamic nature of environmental forces LO4: Explain the differences between the various approaches to marketing Credit Hour(s): This is a traditional, 3-credit hour course. Each credit hour earned in this course requires at least fifteen (15) contact hours, as well as a minimum of thirty (30) hours of student homework. Textbook and Materials: 1. Marketing: An Introduction. Armstrong ISBN 978-0-13-274403-4 Copyright 2013 Publisher Pearson Edition 11 with access to MyMarketing Lab 2. Periodicals including Wall Street Journal and Business Week. 3. All other materials...
Words: 1534 - Pages: 7
...This final writing is to focus on the marketing function and all of its concepts. There are several things that this writing will include such as: the four utilities of customer value, target market of a particular product, the competition for the product category, the application of segmentation, target marketing of a particular product in the foreign market amongst other concepts. The first concept that I will be discussing is the product I am writing on and the four utilities of customer value with my specific product which will be Brawny Paper towels. When speaking of the four utilities of customer value, this refers to: form, time, place, and ease of possession. Form refers to a complete product that a company is offering customers. Time refers to the fact that Brawny paper towels are available in stores at the time customers want to purchase them. The place concept with Scott Tissue would be that Scott Brand Tissue is available in stores to the customers who want to purchase them-this is an important area because no matter what type of marketing is used, if a product is not readily available to consumers, then there is no way for the customers to utilize Scott Tissue. Ease of possession refers to the attributes that make it possible to transfer title to an offeringfrom the seller to the buyer—price, payment plan, and anywarranties or guarantees that go into a purchase. (White, 2012). It is common for business-to-business firms to use references from client firms...
Words: 737 - Pages: 3
...Forecasting: Relying On The Unknown http://www.manufacturing.net/articles/2007/10/forecasting-relying-on-the-unknown September 23, 2007 was the autumnal equinox — the official end of summer. The leaves are beginning to turn colors and the seasons are changing. For some manufacturers, the end of summer could be the end of a busy season, or it could just be the beginning. If you manufacture beach towels or Christmas trees, you’re locked into seasonal demand. How do you adjust your operations to handle your peak time? How much of a peak period will you have? How much capacity will you need? What will be your inventory storage and holding costs? Factors and Consequences There is a lot of variability when it comes to demand — consumer tastes may change, competition could increase, weather patterns could change, etc. “The farther away in time a forecast is from the sales it projects, the less accurate the forecast will be. This stands to reason that the longer the horizon, the more changes will take place between the forecast and the actual sales,” said Jane Lee, Vice President of Supply Chain, Supply Chain Consultants. “Picture a company that makes orange juice,” said Jim LeSage, Executive Vice President with The Facility Group. “They may be producing more at the start of the school year or during cold and flu season, but the oranges are only harvested at a certain time.” That leaves the orange juice company with few options, LeSage explains. The company...
Words: 941 - Pages: 4
...discusses a white paper outlining U.S. policies that aim to promote pharmaceutical trade, such as enhancing legal stability for manufacturers of generic medicines; eliminating tariffs on medicines, etc. The U.S. is seeking international partners for expediting access to generic medicines and eliminating tariffs on medicines China). It is argued that these policies also aim to strength the country's lead position in the international drug market. Carriers, such as DHL Global Forwarding and American Airlines Cargo, are drawing plans as a response to these policies. Because of growing export and import carrier companies improve their services (cold chain containers, temperature-sensitive packaging, temperature monitoring technologies etc.). b). The article highlights such marketing activities as logistics that involves planning, implementing, and controlling the physical flow of materials, final goods, and necessary information, discusses the possibilities of different freight forwarders, storage conditions. (pp. 418-420) Also the article touches such definitions as globalization, import, export, trade expansion. (pp. 18- 19) (p.169) c). As I see from the article, the U.S. is expanding their trade round the world, that leads to opportunity to low medicine prices inside the country, maybe in future the health care become more affordable for most of the Americans. Also, it means that many new jobs will be available in distribution area, supply-chain management, marketing, promotion...
Words: 269 - Pages: 2
...Marketing the iPhone 6 Kegan Wilson MGT 330 Management for Organizations Instructor: Donna Falloon August 31st, 2015 Section 1: The Introduction This paper will discuss and outline how the marketing practices and strategies are defined as well as utilized to market the sales of the iPhone 6 to foreign markets. Marketing is defined as the method by which companies generate value for consumers, and it is built on that same value in order to develop strong, lasting relationships with the target audience who thus become the company’s primary customers. Marketing entails understanding consumer needs and consequently developing products and/or the services required to satisfy those needs. The marketing process involves understanding the consumer, building strong, lasting consumer relationships, creating a sound marketing strategy, and capturing the value from consumers. (White, 2012) This paper will present the process of marketing while also attempting to market the iPhone 6 in the United States and overseas. Section 2: Understanding the Consumer In the marketing process, the first step is to understand the marketplace and the consumers’ needs. During this step, the market manager needs to comprehend the consumers’ requirements and then offer the associated products and services to satisfy those particular items. Their individual personality shapes the customers' desires, and when supported by their purchasing power, their wants become demands. To fulfill the customers’...
Words: 2949 - Pages: 12
...sylabus Course: IP_357 Global Marketing Management System Online (GMSMO) International Business Program University of Economics, Prague October 12 – 15, 2011 Instructor: Dr. Basil J. Janavaras E-Mail: basilj@janavaras.com Web Sites http://www.gmmso3.com , http://www.janavaras.com Introduction This course utilizes web based software named GMMSO (Global Marketing Management System Online, http://www.gmmso3.com ) as the basis of instruction along with targeted lectures on international business strategic planning. GMMSO software is a global marketing/management research and strategic planning tool that will enable you to: • Conduct a company situation analysis in a global context • Identify countries with high market potential for the company’s product/service • Conduct and in-depth market/competitive analysis and select the best country market • Determine the best entry mode strategy and develop the marketing plan To this end, the course requires integration of knowledge from this and other courses and bridges the gap between theory and the real world of business. This module organizes learning around projects that involve students in problem-solving, decision making, and investigative activities. It provides students with the opportunity to work relatively autonomously and in groups culminating in the production of realistic reports that integrate managerial realism into the classroom. Users are provided with helpful tools such as step-by-step...
Words: 2274 - Pages: 10
...potential • relative • served • overall 2. The typical risks of a cost leadership strategy include___________. • loss of customer loyalty • excessive differentiation to the point where the customer base is too small • the inability to balance high differentiation and low price • production and distribution processes becoming obsolete 3. The likelihood of entry of new competitors is affected by and ___________. • the power of existing suppliers; buyers • the profitability of the industry; the market share of its leading firm • barriers to entry; expected retaliation of current industry organizations • the demand for the product; the profitability of the competitors Complete STR 581 week 2 capstone final examination answers here STR 581 Week 2 Capstone Final Examination 4. In general, compared with firms which compete in only one market, among firms which face one another in multiple markets there is__________. • similar competitive rivalry • more competitive rivalry • less competitive rivalry • no competitive rivalry 5. The three parts of the external environment which affect a firm's strategic actions are__________. • economic, political, and legal • industry, business, and product • local, national, and global • general, industry, and competitor 6. The proper matching of what a firm can do with what a firm might do__________. • balances the internal characteristics of the firm with the characteristics of the external environment • overcomes the...
Words: 1674 - Pages: 7
...Final Paper: Case Analysis for Apple Final Paper: Case Analysis for Apple Final Paper: Case Analysis for Apple Table of Contents Introduction 2 Branding strategy 3 Designing a global identity 3 Using marketing mix strategies in creating unique relationship with the consumers 4 Apple’s strategies for promotions 4 Apple’s strategy for product placement 5 Product as a decisive part in Apple’s marketing magic 6 How Apple’s pricing strategies influence consumer behavior? 6 Conclusion 8 References 9 Introduction Apple is a multinational corporation that concentrates on the production of personal and business computers, electronics, and software. The company was founded on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. It is truly one revolutionary company that changed the world in several ways. It started the revolution in personal computers in the 1970s with introducing the Apple II (O’Grady, 2008). The company’s introduction of the iPod made a huge impact in the electronic market, following by the iPhone and the iPad. By 2010, more than 60% of Apple Inc.’s revenues were coming from iPhone & iPad. This was a strategic move for the benefit of Apple Inc.’s customers, their employees and the market. It was clear that the company was a serious player in consumer electronics. However, all of these variations and innovations were not approved instantly. Their introduction of the Macintosh Portable, as well as a variety of other...
Words: 3185 - Pages: 13
...Principles of Marketing FINAL PROJECT OXO Kitchen Gadgets – Developing marketing strategy on a budget Worth 25% of final grade Assignment Objectives 1. Understand impact of marketing environments on marketing strategy 2. Apply concepts of market targeting and positioning. 3. Describe a company’s marketing mix. 4. Appreciate how businesses can promote products on limited budget 5. Demonstrate effective writing skills. Course Concepts 1. SWOT analysis (Chapter 3) 2. Marketing targeting strategies (Chapter 7) 3. Positioning (Chapter 7) 4. Value proposition (Chapter 7) 5. Levels of product (Chapter 8) 6. Product lifecycle (Chapter 9) 7. Customer perception of price (Chapter 10) 8. Distribution strategies (Chapter 12) 9. Use of social media (preview Chapter 14) Overview You might know OXO for its well-designed, ergonomic kitchen gadgets. But OXO’s expertise at creating hand-held tools that look great and work well has led it to expand into products for bathrooms, garages, offices, babies’ rooms, and even medicine cabinets. In the past, this award-winning manufacturer has managed to move its products into almost every home in the United States by relying on a consistent and in some cases non-traditional marketing strategy. But in a highly competitive and turbulent market, OXO has focused on evaluating and modifying its marketing strategy in order to grow the brand. This video demonstrates how OXO is using strategic planning to ensure that its marketing strategy...
Words: 7265 - Pages: 30
... NOT GROUPDUE DATE : The week of April 28, 2014 during classPOINTS: 200 POTENTIAL - EQUAL TO ONE-FIFTH OF YOUR GRADEQUALITY OF WORK: YOU MUST MAKE A SERIOUS EFFORT AND EXPLAIN IN DETAIL YOUR THOUGHT PROCESS AND REASONING. DO NOT TURN IN A PAPER THAT ONLY DISCUSSES EACH TOPIC WITH A SINGLE SENTENCE OR TWO. THIS IS A GOLDEN OPPORTUNITY TO POSITIVELY AFFECT YOUR GRADE…..PROJECT SPECIFICS:- Choose a product, service, or business in the industry of your choice. Make sure that there are at least two other similar ( but with different target audiences ) products, services, or businesses in the same industry, so that you can compare the three. Examples: Theme Parks featuring Disneyland, Knotts Berry Farm, and Six Flags Magic Mountain or…. three magazines like Cat Fancy, Fortune, and Seventeen … or….car models like Tercel, an Xterra, and a Ferrari ….or…..food places like Jack-in-the-Box, Denny’s and Outback Steakhouse …. You get the idea ???? Make up your own three.- Discuss, in as much detail as necessary, the following topics:1. Of all the discussions we have had in class, you have read in the book, or have discussed with your friends, what has been the most interesting thing you have learned about marketing ? If you were ‘forced’ to do marketing for future consumer goods, what area would you find most interesting….demographics? … sales ? ….. psychographics ?... benefits sought ?....product design ?....forecasting ?....all of the above ?2. Describe all of the segmentation variables...
Words: 1064 - Pages: 5
...Final Course Project This report was written to provide the reader with a demographic profile and a brief overview of the healthcare organizations, as well as informed them of the potential healthcare needs one might anticipate in this geographic area of Valley, Alabama. Not only that, it will also discuss the marketing analysis that will identify a specific proposed healthcare service for Lanier Hospital which is a cancer treatment center. It will also go in great detail about the overall marketing goals for the cancer treatment center that is being added to Lanier Hospital. It will also identify specific marketing objectives in the target market. Last but not least, it will make mention of the marketing plan that will give identify specific marketing strategies for achieving those objectives and goals such as, Product Strategies, Distribution Strategies, Promotion Strategies, and Pricing Strategies. After reading this information you will fully understand the marketing plan for the cancer treatment center at Lanier Hospital. Demographic profile As of the 2010 census the population of Valley is 9,524. The racial breakdown is whites 64.0%, Blacks 33.0%, American Indian and Alaska Native 33.0% Asian 0.1%, Native Hawaiian and Other Pacific Islander 1.2%, people reporting more than one race 0.1%, Hispanic or Latino origin 1.1%, and white not Hispanic 1.7%. When it comes to the percentage of education it is listed as High school graduates falls at 74.1%. The people amount with...
Words: 2588 - Pages: 11
