Assignment 2 – Worth 25 Total Points

Complete the scenarios below. You will upload a Word document with your completed answers to Blackboard Learn. (Do NOT paste into box) Include your name, the original questions, your answers, a record or any problems you had completing the assignment. You should have at least one paragraph for each part of the questions.

Part 1: Marketing(5 points)

You work for a nightclub in a major metropolitan area. You are launching a new Thursday evening program that presents a lively mix of live entertainment, trivia and contests and drink specials. You know that your target market is young, hip and heavy users of cell phones. You’ve recently heard about using cell phones for promotions. Your job is to investigate the possibility of designing a promotion that integrates cell phones. Check out ideas and service providers online.

Resources:

• http://mcube-inc.com/
• http://www.mmaglobal.com/resources/case-studies
• http://www.mobilemarketing.net/

Questions:

1. Is this a feasible idea?
2. What kind of creative approaches might work? (I want developed and detailed answer)

Part 2: PRIZM(10 points)

Pick a product, any product. Using the PRIZM Social Groups (page 53 in the textbook) and the resources at Claritas.com, determine a target social group that is an appropriate match for your product. Use the zip code lookup to find an area where you could feasibly sell your product successfully.

Feel free to work backwards if you would like. You could look up which groups are in your zip code, then come up with a product they might buy.

Resources:

• What do the Social Groups Mean? http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&SubID=&pageName=Segment%2BLook-up
• Zipcode Lookup: http://www.claritas.com/MyBestSegments/Default.jsp

(There is a tutorial in Wimba)

Questions:

1. What product did you choose?
2. Which Social Group did you choose?
3. What zip code did you use?
4. How would you market your product to the social group that you have decided to focus on? Be detailed/specific in your answer (this question is should have multiple paragraphs for its answer). I expect a very detailed answer (e.g. Don’t just write I’m going to use Social Media. Tell me your rationale and how you would use Social media.)

Part Three: Net Neutrality (10 points)

Watch this clip about John Oliver’s net neutrality clip and then answer this question:

(This clip is rated for mature audiences. If you have concerns, please let me know)

1. How do you think limiting/taking away net neutrality may potentially impact companies to reach their customers?

2. Especially for start-up companies who are trying to advertise online?

3. Are ways companies that could still successfully advertise and promote their products if net neutrality went away?