Assignment:
Discussion
Would there be any additional marketing effort necessary if a producer created a revolutionary new product and offered it exclusively on the Internet? Why, or why not? Do you regularly buy any items exclusively or almost exclusively on the Internet?
Essay
The marketing concept consists of elements that concern market segmentation and how it relates to target markets. Also, recall that promotion is used to reach those target markets. In this essay, define the marketing concept and summarize its relationship to marketing myopia. Give an example of marketing myopia that you have seen. The essay must include an introduction. You must also reference at least one journal article and one article from a business-related or news website; therefore, the essay should be supported by at least two sources. The essay must be at least three pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations.
Discussion
Andrew Fastow, the former chief financial officer (CFO) of Enron who was convicted of wire and securities fraud, explains that the culture of an organization starts with the behavior of the top executives. Employees do not follow empty rhetoric though: Employees imitate the behavior and decision-making processes of top management (Useem, 2016). Based on what you have learned, do you believe this is an accurate statement? How big of an effect can empty rhetoric have on organizational behavior?
Question
In "What Was Volkswagen Thinking?," Jerry Useem (2016) presents Diane Vaughan's theory of the normalization of deviance and includes a variety of corporate examples that demonstrate the effect of her theory.
In your response, briefly explain Vaughan's theory. Explain how this type of communication within one of the organizations (Ford Motor Company, NASA, B.F. Goodrich, and Volkswagen) altered the behavior of the employees.
Your response should be at least 500 words in length.