MKTG 6101

 In this week's chapter of Dr. Kelsey's book, we learn about how to properly respond to A.I. in our society. Chapter 4, entitled "Level 1: Adapt", discusses the three things we can do as employees in the labor force to respond to Artificial Intelligence. The first option is to Adapt: learn more and pay attention, keep aware of where things are headed. The second option is Adopt: adopt AI related tools and platforms, so you can be involved in managing AI. The third option is Adept: get directly involved with developing AI, by learning coding and how to work with related data. As these options apply to me, I find myself in a middle ground between Adapt and Adopt. I find myself monitoring how things are heading in our society with AI, but I am also intrigued with potentially learning coding skills to help give myself a safety net. I think it is important for me and for all of us to continue to stay proactive in developing the skills to compete with AI taking over jobs in...

 This week's chapter of Guerrilla Marketing  had too much content to only blog about it once. I wanted to discuss further another part of this chapter, where the author discusses the "big four". The big four consists of four relatively new target audiences that companies are bombarding with marketing strategies. The big four consists of women, older people, ethnic groups, and small businesses. The author goes onto discuss how companies are marketing differently to each specific group and how responsive they are to such strategies. The author then goes on to discuss the demographic of women in this country. I really liked this quote from the author "Guerrillas not only include women as a target audience in their general marketing but they also direct much of their marketing to women and only women. Women's purchasing power is on the rise, as is their stature in business. It's important to know the powers and the myths about women." 

In this week's chapter of Guerrilla Marketing , we learn about what it takes to develop a Guerrilla Marketing plan. The author begins the chapter by telling us the two most important things that it takes to succeed with guerrilla marketing: 1. Start with a plan 2. Commit to that plan. We also learn a little bit about how important it is to properly position your product as well as identifying your target markets. The example of JetBlue Airlines is brought up, specifically about their entry to the market and their immediate success as a result of proper positioning and marketing strategy.  I found it unique how this week's chapter of this book aligned pretty well with chapter 4 of Ascend Your Start-Up . Both authors discuss the importance of aligning your product correctly in your target market. By identifying ALL your target markets, you can then begin to take a careful aim at each. This sounds easier said than done - however, it can make or break your product's success. 

 In this week's chapter of Ascend Your Start-Up , we learn about what it means to "go from market to scale camp". It is seen that some people confuse go-to-market strategy with product/market fit. A go-to-market strategy is a step by step roadmap to launching your product in a shorter period of time. A product-market fit means being in a good market with a product that can satisfy that market. It is stated in this chapter that your product-market fit evolves depending on your growth stage, buyer journey attributes, product characteristics, partner dynamic, geographics, and pricing strategy.  When I apply these strategies to my current field of work, I think about the importance of product-market fit as it relates to the beer industry. Narrowing down a market where your product will be a good fit is key to a company/brand's success. For example, it would be keen of a company in the industry to find competitive advantages in a market to optimize the performance of the p...

 In this week's chapter of our professor's book, Surfing The Tsunami , we are met with another bold quote regarding AI and its impact on the job market. "No matter what, in all of the articles I've read, from the darkest pessimism and alarm, all the way to the rosy glow of optimism about AI, no one that I have read suggests that it's okay to ignore AI." Professor could not be more spot on; it is absolutely not ok to ignore the impact of Artificial Intelligence. He then goes on to mention that there are three types of people reacting to Ai's impact: Optimists, Pessimists, and Realists. I believe that I am aligned with the professor's take on this subject. I want to be an optimist, the data may push me to be a pessimist, but I am moving towards being a realist. What I mean by this is that I want to believe that AI's impact will not affect me in the present, nor will it truly make an impact on my career before I retire. However, the data suggests I co...

 In this week's chapter of Guerrilla Marketing , we learn a lot about the 16 monumental secrets of guerrilla marketing. Now, I won't mention all of them, but I wanted to discuss a couple points that really resonated with me. At the beginning of the chapter, we are painted a picture about the early 1960s and the cigarette market. We find that our author was hired by Marlboro to help build an ad campaign to decrease the feminine image that came with Marlboro Cigarettes. They came up with the "Marlboro Man", a rough around the edges Cowboy, and Marlboro Country. It was seen that with the implementation of these images, Marlboro became a cultural icon within a year of its ad campaign release. However, sales remained the same, and it took nearly 30 years for Marlboro to become the #1 selling cigarette in the market. Our author goes on to mention the first secret in guerrilla marketing, commitment.  As I relate this chapter to my own ideas, I think about how much commitment...

 In this week's chapter of Ascend Your Start-Up , one of the first points discussed involves moving your product to market camp. This quote at the start of the chapter really resonated with me: "In the start-up world, the route to the top is lonely. Few people may understand what you are truly experiencing as a founder. Others may be by your side, but few understand how you feel ." I couldn't agree more with this quote, as it is not an easy climb to the top as a founder of a new product. There will always be unexpected issues that arise, and it is the job of the founder to take care of these hiccups as quickly as possible.  As this chapter relates to me personally, I think this advice is great, especially if I were to create my own beer company and find a way to move the product to market. It is important to understand the specific product category you are in, as well as how it relates to the market. For example, a very saturated portion of the beer business has to do...

In week 2, it was intriguing to read about the interview involving Dr. Kelsey and MBA student Courtney Quinn. Specifically, I enjoyed reading about when Courtney was asked about what MBA students in general should learn about in terms of tools/channels. She states: "I'd say it's important for every individual to understand the foundation of marketing in this advanced technological age." I couldn't agree more with this statement, as many of the marketing practices that we are involved in go unnoticed by us each day. She then goes to bring up the example of advanced advertising in today's world, where you get an ad regarding the toothpaste your mother-in-law mentioned at dinner last Sunday. We see this occur frequently in today's society, and this is a product advanced advertising where a mobile device in proximity to you created this interaction. She states that it is important for all of us to be aware of these sophisticated marketing practices that we are...

 In today's evolving society, it has been seen that Artificial Intelligence has been taking the jobs of many in the workplace. Artificial intelligence has the ability to process vast amounts of data in a fraction of the time it would take a human to process. Specifically, A.I. has been seen to take over certain human jobs, such as accountants. In my opinion, I believe it is important to stay ahead of the game and be prepared for a revolution such as AI. Learning some basic computer skills such as coding is a good way to stay ahead of the curve when it comes to Artificial Intelligence. AI can be seen as beneficial, though, as it takes processing to a level that was originally seen as not possible. Business analytics could see a positive outcome as a result of AI.

 In this week's chapter from Helen Yu's book, Ascend Your Start-Up , we a learn a bit about Marc Benioff and his multi-billion dollar company, Salesforce. Specifically, it is discussed regarding Salesforce's path to success since its creation in 1991. Benioff states, "While a company is growing fast, there is nothing more important than constant communication and complete alignment." He goes on to talk about his "V2MOM" idea that combines brand, strategy, and measurement in a short, concise format. This acronym stands for: Vision, Values, Methods, Obstacles, Measures. Vision: Clarifies what mission accomplish looks like and how the world has changed. It defines your future history. Values: Express the core truth of your aspirational culture. The vitalize the organization as a rallying cry and make critical decisions 10x easier. Methods: Methods are the "how". What actions must you take to achieve your vision? Obstacles: Obstacles are the antici...

 In this week's chapter of Jay Conrad Levinson's book, Guerrilla Marketing , the act of "canvassing" was discussed in detail. Canvassing is defined as the process of making contact with prospective customers that have zero history of interaction with a brand or business. To me, canvassing is quite literally selling your product to a consumer. The phrase "cold-calling" comes to mind when I think of canvassing, and there are quite a few ways one can use canvassing to help their business. "Canvassing can be the most inexpensive marketing method of all. In fact, it can be free, except for the time you devote to it." As it relates to my field of employment as a sales associate in the beer industry, canvassing to new restaurants and liquor stores is a key aspect of the job. A big part of my job requires me to build relationships with store owners and managers so that they continue to take in our products, making both of our business's successful. The...

 In my 4th blog this week, I will be diving into my professor's book  Surfing the Tsunami . This book discusses Artificial Intelligence (AI) and its impact on the jobs of many professions in the future. To clarify, Oxford Dictionary defines Artificial Intelligence as " the theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages." The important phrase in this definition is "to perform tasks that normally require human intelligence". This signifies that these systems can and will take over the tasks that humans normally perform, ultimately resulting in these  systems  taking over human jobs. From a business standpoint, it is almost a no-brainer to invest in AI, as these systems have been proven to be faster and smarter than a group of humans. Not only this, but they will be the cost-effective option for nearly any...

  After reading this article, I was immediately intrigued by such a futuristic concept and design of the Tesla Module Rescue. Even though this concept does not exist past its visual representation, it is still a very unique concept to ponder. Developed by designer Victor Groten Rico for his master's thesis, the Tesla Model Rescue aims to solve a widespread issue in our world: " that of offering first-aid and emergency response in a timely manner, in areas badly affected by extreme poverty, natural disasters or war conflicts."  It’s not a car but a mobile health camp designed for emergency remote healthcare, which rolls on tracked wheels and carries forth the Tesla  overall design language and preference for minimalism. When you take a step back and think about this idea, it  really makes you ponder why such a design has not been implemented in today's society. Building on my past blog post, adapting to change really comes to mind when thinking about this co...

Guerrilla Marketing is defined by Oxford Dictionary as: innovative, unconventional and low-cost marketing techniques aimed at obtaining maximum exposure for a product. In the first chapter of the book, we learn that marketing in general is a process rather than an event. This is representative of the ever-changing environment that is marketing. There is no cookie-cutter approach to marketing, the best technique a marketer can use is the ability to adapt to change. This semester, I look forward to applying certain guerrilla marketing techniques that will allow me to gain exposure on a faux product of my choosing. My only experience marketing prior to this class was in a Social Media Marketing class from Dr. Kelsey, in which I created a facebook page for a marketing consultation firm. I was able to see all of the data behind the exposure my page received, and I look forward to applying some of those techniques.

 Hello everyone, my name is James Wright. I graduated from Benedictine in May 2020 with a double-major degree in Business Management and Business Analytics, and I am now a few classes away from completing my MBA degree. I also played baseball at BenU for almost 5 years until I had to hang up the cleats as a result of injuries. Currently, I am a volunteer assistant coach with the team and work full-time as a Sales Associate for Euclid Beverage. A little bit about my full-time employer: Euclid Beverage is a MolsonCoors beer distributor based out of North Aurora. I began working on the delivery trucks for Euclid in summer of 2020, and was then hired part-time in the Sales Department that fall. In February 2021, I was hired full-time and I remain in that position. My duties involve relief route running, covering sales routes in both the on and off-premise locations. I enjoy working in this industry as it allows me to build relationships and be personable with customers, learning how ea...