BUS 637 and 638 Week 5,6 Discussion 1 & 2

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BUS637Week5-DiscussionForum1.docx

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Week 5 - Discussion Forum 1

Required Resources

Text

Glackin, C., & Mariotti, S. (2020). Entrepreneurship: Starting and operating a small business (5th ed.). Pearson.

· Unit 2: Integrated Marketing

· Chapter 4: Exploring Your Market

· Chapter 6: Smart Selling and Effective Customer Service

· Unit 4: Operating a Small Business Effectively

· The full-text version of this ebook is available through your online classroom. This book is a comprehensive text on entrepreneurship in small companies and how to start and run a business. Chapters 4 and 6 discuss how to explore an entrepreneurship market and provide effective customer service. These chapters will assist you in your Marketing: Quality Versus. Quantity discussion forum, Ethics: Eight Guiding Principles discussion forum, and Segmenting, Targeting, and Positioning assignment this week.

Article

Paine, L., Deshpandé, R., Margolis, J. D., & Bettcher, K. E. (2005). Up to code: Does your company’s conduct meet world-class standards? Harvard Business Review, 83(12), 122–133.

· The full-text version of this article is available through the EBSCOhost database in the Ashford University Library. This article provides information about a well-researched codex that prescribes ethical standards applicable to a global environment, and it will assist you in your Ethics: Eight Guiding Principles discussion forum this week.

Multimedia

AtlantisUniversity. (2014, April 24). McDonald’s segmentation, targeting and positioning (Links to an external site.) [Video]. YouTube. https://youtu.be/tKOITmV0NfU

· This video provides information about how McDonald’s approached segmenting, targeting, and positioning, and it will assist you in your Segmenting, Targeting, and Positioning assignment this week. This video has closed captioning and a transcript. Accessibility Statement (Links to an external site.) Privacy Policy (Links to an external site.)

Webpage

Nielsen Norman Group. (n.d.). Articles & Videos (Links to an external site.). Retrieved February 21, 2020, from https://www.nngroup.com/articles/

· This webpage provides quality research about web usability and will assist you in your Marketing: Quality Versus Quantity discussion forum this week. Accessibility Statement does not exist. Privacy Policy (Links to an external site.)

Recommended Resources

Books

Cooper, B., & Vlaskovits, P. (2013). The lean entrepreneur: How visionaries create products, innovate with new ventures, and disrupt markets. Wiley.

· The full-text version of this ebook is available through Ebook Central database in the Ashford University Library. This article provides information about marketing for entrepreneurs and may assist you in your Marketing: Quality Versus Quantity discussion forum this week.

Tsai, A. (2013). The small business online marketing handbook: converting online conversations to offline sales. Wiley.

Articles

Daks, M. (2018, July 23). Big ideas, small budget: Marketing on a shoestring. NJBIZ, 31(30), 20–21.

· The full-text version of this article is available through EBSCOhost database in the Ashford University Library. This article provides information about marketing for entrepreneurs, and it may assist you in your Marketing: Quality Versus Quantity discussion forum this week.

Gholston, K., Kuofie, M., & Hakim, A. C. (2016). Social media for marketing by small businesses. Journal of Marketing and Management, 7(1), 24–39.

· The full-text version of this article is available through ProQuest database in the Ashford University Library. This article provides information about marketing for entrepreneurs, and it may assist you in your Segmenting, Targeting, and Positioning assignment this week.

Pophal, L. (2015). Small business and content marketing. EContent, 38(3), 6–8.

· The full-text version of this article is available through EBSCOhost database in the Ashford University Library. This article provides information about marketing for entrepreneurs, and it may assist you in your Segmenting, Targeting, and Positioning assignment this week.

Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: A performative perspective. Journal of Marketing Management, 31(1–2), 62–83. https://doi.org/10.1080/0267257X.2014.980437

Instruction

Prior to beginning work on this discussion forum, read Unit 2: Integrated Marketing and Unit 4: Operating a Small Business Effectively from your course textbook Entrepreneurship: Starting and Operating a Small Business . Additionally, review the webpage from Nielson Norman, Articles & Videos (Links to an external site.) .

When we engage in marketing, we should ensure that we build relationships with our customers and ensure that our customers know they are important today and tomorrow. Using the web as a marketing channel is a widely used practice. However, not all web marketing efforts suggest that the customer is important, and there is a plethora of practices that frustrate and annoy web users.

When websites are unusable, potential customers often become frustrated and angry. We can be relatively certain that angry and frustrated customers are not likely to return to our site. When customers abandon us, growth prospects are nil. An effective and usable site is a strong aid to business growth.

For useful articles and videos about website usability, review this webpage from Nielsen Norman, Articles & Videos (Links to an external site.) .

When you land on the webpage, review and analyze the site contents and then address the following:

· Define site usability.

· Retrieve two articles or videos, one that offers some sound usability practices and one that offers information about practices that frustrate usability.

· Compare the information in the articles and critique two practices from each article.

· Determine if specific changes would make the Nielsen Norman site more usable.