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

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BUS637Week5-DiscussionForum2.docx

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Week 5 - Discussion Forum 2

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 . In addition, read the following article, Up to code: Does your company’s conduct meet world-class standards? .

The retrieved article above proposes a set of guiding principles organizations of all sizes can use to guide organization conduct at all levels. The principles are also useful as a starting point for developing an ethics policy tailored to a specific organization. Critique the article using the following as a guide:

· Do the proposed standards have worldwide applicability? Why or why not?

· The proposed code is framed by eight guiding principles. Are these principles adequate to define world-class ethics standards? If not, what is lacking?

· Would you use the eight guiding principles as a foundation to guide behavior in your organization, or are the guiding principles more applicable to large, established organizations?

Offer a link to a video or an article that provides additional information about the codex discussed above or about other approaches used to define ethical business behavior.