BUS 620 Week 5 Discussions 1 & 2 plus Week 5 Assignment

Required Resources

Text

Read the following chapters in  Managerial marketing :

· Chapter 12: Marketing Channels and Distribution Decisions

· Chapter 13: Marketing Challenges in the New Economy

· Chapter 14: Managing Marketing in the Global Economy

Article

Geron, T. (2013, January 23).  Airbnb and the unstoppable rise of the share economyLinks to an external site.. Forbes. Retrieved from http://www.forbes.com/sites/tomiogeron/2013/01/23/airbnb-and-the-unstoppable-rise-of-the-share-economy/ 

Recommended Resources

Websites

Google AnalyticsLinks to an external site.  (http://www.google.com/analytics).

Discussion 1 Week 5 Marketing Channels

Analyze the challenges that organizations face in the effective transition between selling products using the traditional brick and mortar marketing channel and selling products online. Synthesize the strategies that organizations like Zara and Pier 1- two companies that are having difficulty developing eCommerce capability can implement to increase the effortless movement of customers between the traditional and online channels.

What are the benefits and limitations of selling through a store front and online? 

Discussion 2 Week 5 Going Global

Identify the strategies for entering into the global market. Assess the strengths and limitations of each. Give an example of a company that has made a success of doing business in the global economy. What lessons from McDonald’s success in the global marketplace are transferable across industries?

Week 5 - Assignment

Marketing Challenges in a New Economy

Read the article: “ Airbnb and the Unstoppable Rise of the Share EconomyLinks to an external site.”. A recent trend in the consumer marketplace is the ability for a consumer to share their personal belongings, such as their homes/apartments, autos, tools, bicycles, and so forth. The shared economy has now become a multibillion dollar business.

· Explain how this concept is disrupting our traditional economy.

· Describe whether the shared economy is creating new value for the consumer or if it is just replacing existing business.

The paper

· Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the  Ashford Writing CenterLinks to an external site..

· Must include a separate title page with the following:

· Title of paper

· Student’s name

· Course name and number

· Instructor’s name

· Date submitted

· Must use at least three scholarly sources from the Ashford University Library, one of which must be peer reviewed, in addition to the textbook.

· Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

Carefully review the  Grading RubricLinks to an external site. for the criteria that will be used to evaluate your assignment.