***Please see and follow atttached grading guide carefully! Please include an introduction and conclusion paragraph. Please format in APA 6th ed. with a heading for each of the three bullet points. Textbook title is below. Reading is Ch 1.***

Purpose of Assignment

Understanding marketing as a multi-step process relying on building successful customer relationships is essential to helping organizations grow and achieve their goals. This assignment defines marketing, the customer value proposition, and creating mutually beneficial relationships between the organization and target, as well as applies these concepts to the student to create a personal brand.

Assignment Steps

Resources: Week 1 textbook reading, Week 1 video, American Marketing Association Website

Scenario: You have just graduated from the University of Phoenix with your Bachelor’s Degree. You have decided either to seek a promotion at your current work, explore new career opportunities, or open your own business and are using your marketing knowledge to position yourself for career growth.

Develop a 1,050-word response to the following using the scenario above:

• Provide a definition of marketing from the American Marketing Association. Define the customer value proposition. Discuss the differences between the marketing process and advertising, the goals of creating a strong customer value proposition, and the unique relationship that exists between company and customer.
• Use your workplace, a company you would like to work for, or an entrepreneurial vision and apply the concepts of the customer value proposition and relationship marketing to their operations. Introduce who the company, or business idea is and what they do. Provide examples demonstrating how the company uses these concepts successfully. Are there any ways they can improve in these areas? How?
• Determine how your own personal brand links to the organization’s customer value proposition. Discuss ways you can integrate a customer value proposition and use relationship marketing to position yourself the best. Please share examples to illustrate your thoughts and reasoning.

Cite a minimum of two peer-reviewed sources with at least one coming from the textbook, the Week 1 video, or the University Library.

Format your paper consistent with APA guidelines.

Lesson 8

Activity 1: Case of the Elusive Euro-Consumer

In teams discuss what happened when the Leo Burnett Company attempted to market to the Euro market with a one size fits all message.

Activity 2: Analyzing Companies’ Developing, Marketing, Launching, and Managing Strategies.

In teams pull together all of the company information each member found in the Task. Each member should have their infographic either on paper or electronically to share with the group.

Looking back at what you discussed in the first case of the elusive Euro-Consumer, compare what each of the companies your group found did to successfully develop, market, and launch into the international market.

Together come up with a consensus model that depicts outstanding strategies that could be used by a company just entering the global market.

Make a graphic or quick guide for companies to use.

Activity 3: Locating Capital

Your team has been assembled by the chief financial officer of a consumer-goods company based in Mexico. Your company wishes to expand internationally but lacks the necessary financial capital. Your team’s task is to research the options.

1. What financing options do you think are available to your company?
2. Considering the prevailing situation in the Mexican and international capital markets, why is each option feasible?
3. Why are certain options off limits, given prevailing market conditions?

Activity 4: Case Study Toyota

In your team read and analyze the Toyota case at the end of Chapter 15. Use the following questions to guide your discussion. However, you will also need to do more research on the company and strategies.

1. Chrysler engineers helped Toyota develop its Sienna minivan. In return, Toyota provided input on automobile production techniques to Chrysler.
2. Why do you think Chrysler was willing to share its minivan know-how with a key competitor?
3. Considering financial, marketing, and human resource management issues, what other benefits do you think Toyota obtains from its production system?