Discussion
Marketing Data
Is it OK for companies to profile customers and predict their purchase behavior? Every time you, as a consumer, visit a website, your cookies are gathered and used to better understand your shopping behavior.
Several years ago, Targets analysts developed an algorithm based on Target customers’ buying behavior that predicted pregnancy. Those predicted to be pregnantbased on the products they boughtwere sent targeted marketing materials. The angry father of a high school student accused Target of erroneously sending his daughter a sales flyer for baby products. Supposedly, the daughter was pregnant. .
How do you feel about companies gathering intimate details about you for marketing purposes? Do you believe these companies develop a better relationship with you as a result? Despite being accurate, was Targets pregnancy-predicting algorithm ethical, invasive, or somewhere in between?
ASSIGNMENT Marketing Executive
For this week’s assignment, choose a large company, such as Facebook, Apple, Ford, or another well-known brand. Imagine that you are a company executive who is putting together a three-to-five-year strategic plan for the organization you’ve chosen, and address the following questions:
- Identify what the company is doing well and what it’s not doing so well. Be specific about each of these.
- Develop three strategic recommendations for the company in terms of markets or products it should pursue and those it should possibly phase-out
- Explain the strategic position of your company and your three strategic recommendations.
- What other recommendations would you have for this company? What other things are they doing well and not so well? What trends should this company worry about in the future? What kind of competition do they face in their industry, and how can you make that determination?
Assignment Requirements
The requirements below must be met for your paper to be accepted and graded:
- The paper must be between one and two pages in length (not counting the title page) using Microsoft Word.
- Attempt APA style.
- Use font size 12 and 1-inch margins.
Include a cover page and reference page. - At least 60 percent of your paper must be original content/writing.
- No more than 40 percent of your content/information may come from references.
- Reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) must be identified in the paper and listed on a reference page.
Reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) must come from sources such as scholarly journals found in online newspapers such as The Nall Street Journal, government websites, eto
Sources such as Wikis, Yahoo Answers, eHow, etc. are not acceptable.
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