Discuss consumption subcultures, including brand and online communities and their significance for marketing

Discuss consumption subcultures, including brand and online communities and their significance for marketing

Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

CHAPTER

7

Group Influences on Consumer Behavior

1

7-2

PART II: EXTERNAL INFLUENCES

2

Explain reference groups and the criteria used to classify them
Discuss consumption subcultures, including brand and online communities and their importance for marketing
Summarize the types and degree of reference group influence
Discuss within-group communications and the importance of word-of-mouth communications to marketers
Understand opinion leaders (both online and offline) and their importance to markets
Discuss innovation diffusion and use an innovation analysis to develop marketing strategy
Learning Objectives

L06

L05

L01

L04

L03

L02

A group is defined as two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.

A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior.

7-4

Reference Group Influence

Alberto Pomares/ Getty Images

4

Four criteria that are particularly useful in classifying groups:

Membership

Strength of Social Tie

Type of Contact

Attraction

7-5

Reference Group Influence

5

Consumption Subcultures

Identifiable hierarchy

Set of shared beliefs and values

Unique jargon and rituals

7-6

Types of Groups

YouTube Spotlight

Sneakerheads – The Culture of Shoe Collectors

viewer discretion due to language content

6

Brand communities can add value to the ownership of the product and build intense loyalty.

When a consumer becomes part of a brand community, remaining generally requires continuing to own and use the brand.

This can create intense brand loyalty!

Brand Communities

7-7

Reference Group Influence

7

The following Video Clip demonstrates how MINI Cooper used marketing to create a brand community and generate buzz!

7-8

Video Application

8

7-9

9

Online Communities and Social Networks

Community interacts around a topic of interest on the Internet

Online Social Network Sites

Facebook and Twitter

YouTube and Flickr

Twitter

7-10

Types of Groups

10

When Using Social Media in Marketing

Be transparent

Be part of the community

Take advantage of the unique capabilities of each venue

7-11

Types of Groups

YouTube Spotlight

Samsung Capitalizes on Social Networking

viewer discretion due to language content

11

Types of Reference Group Influence

Situational Determinants of Reference Group Influence

Brand vs. Product Class Influence

Marketing Strategy and Reference Groups

7-12

Reference Group Influence on the Consumption Process

12

Reference group influence can take three forms:

Informational Influence

Normative Influence (a.k.a. utilitarian influence)

Identification Influence (a.k.a. value expressive)

Types of Reference Group Influence

7-13

Reference Group Influence on the Consumption Process

13

Consumption Situations and Reference Group Influence

7-14

Reference Group Influence on the Consumption Process

14

7-15

Reference Group Influence on the Consumption Process

15

WOM

Opinion Leaders

Market Mavens, Influentials, and e-fluentials

Marketing and Online Strategies

7-16

Communications within Groups and Opinion Leadership

16

WOM Versus Advertising

(% who put people vs. advertising as best source)

7-17

Communications within Groups and Opinion Leadership

17

Opinion Leaders

An opinion leader is the “go to person” for specific types of information. This person filters, interprets, and passes along information.

Opinion leaders possess enduring involvement for specific product categories. This leads to greater knowledge and expertise.

Opinion leadership is category specific – an opinion leader in one product category is often an opinion seeker in others.

7-18

Communications within Groups and Opinion Leadership

18

Mass Communication Information Flows

7-19

Communications within Groups and Opinion Leadership

19

Individual seeks information from another, or

Individual volunteers information

Situations in Which WOM and Opinion Leadership Occur

The exchange of advice and information between group members can occur directly via WOM in the following situations:

Likelihood of Seeking an Opinion Leader

7-20

Communications within Groups and Opinion Leadership

20

Crowdsourcing

Goes well beyond consumer-generated ads .

Can involve setting up a forum in which customers help other customers.

Can include input into product and service design.

7-21

Communications within Groups and Opinion Leadership

21

Mavens, Influentials, and e-fluentials

A market maven is a generalized market influencer who provides significant amounts of information about various products, places to shop, and so on.

Roper Starch identifies a group similar to market mavens called influentials. Influentials are 10% of population but use broad social networks to influence the other 90%!

Roper Starch identifies a group similar to Internet market mavens called e-fluentials. They wield significant online and offline influence.

7-22

Communications within Groups and Opinion Leadership

22

Marketing Strategy, WOM, and Opinion Leadership

Strategies designed to generate WOM and encourage opinion leadership include:

Advertising

Product Sampling

Retailing/Personal Selling

Creating Buzz

7-23

Communications within Groups and Opinion Leadership

23

Marketing Strategy, WOM, and Opinion Leadership

Advertising can stimulate and simulate WOM and opinion leadership.

This ad would likely stimulate WOM via interest and excitement

7-24

Applications in Consumer Behavior

24

Online Strategies to Leverage Buzz and WOM

Viral marketing is an online “pass-it-along” strategy, utilizing electronic communication to trigger brand messages (often via email) throughout a widespread network of buyers.”

Blogs are personalized journals where people and organizations can keep a running dialogue.

Twitter is a micro-blogging tool that has evolved quickly into one of the largest social media outlets.

7-25

Communications within Groups and Opinion Leadership

25

An innovation is an idea, practice, or product perceived to be new by the relevant individual or group.

The manner by which a new product spreads through a market is basically a group phenomenon.

New products can be placed on a continuum from no change to radical change, depending on the market’s perception.

7-26

Diffusion Innovations

26

Categories of Innovation

Adoption Process

Diffusion Rate

Adopter Categories

Marketing Strategies and the Diffusion Process

7-27

Diffusion Innovations

27

Categories of Innovations

Continuous Innovation

Adoption of this type of innovation requires relatively minor changes in behavior(s) that are unimportant to the consumer.

Dynamically Continuous Innovation

Adoption of this type of innovation requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual.

Discontinuous Innovation

Adoption of this type of innovation requires major changes in behavior of significant importance to the individual or group.

7-28

Diffusion Innovations

28

Adoption Process and Extended Decision Making

7-29

Diffusion Innovations

29

Diffusion Rates for Popular Consumer Electronics (Cumulative)

7-30

Diffusion Innovations

30

Factors Affecting the Spread of Innovations

7-31

Diffusion Innovations

31

Rate of Diffusion

Type of Group

Type of Decision

Marketing Effort

Fulfillment of

Felt Need

Compatibility

Relative Advantage

Complexity

Observability

Trialability

Perceived Risk

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

Adopter Categories

7-32

Diffusion Innovations

32

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Want DQ responses 300 Words, No Palgiarism, Use 3 References And In-Text Citation And Turn It In For The Content.

Want DQ responses 300 Words, No Palgiarism, Use 3 References And In-Text Citation And Turn It In For The Content.

want DQ Answer 300 words, peer reviewed, no palgiarism, use 3 references and in-text citation and turn it in for the content.

Do you believe Americans’ concern for the environment is a stronger value than their materialism? What ethical issues do you see relating to green marketing? Provide with some real-life examples.

Provide your explanations and definitions in detail and be precise. Comment on your findings. Provide references for content when necessary. Provide your work in detail and explain in your own words. Support your statements with peer-reviewed in-text citation(s) and reference(s).

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Analyze the overall marketing mix strategy.

Analyze the overall marketing mix strategy.

Week 7 Explore Activity Attachment COLLAPSE

Marketing Strategy

PART 1

Choose one of these retail chains to evaluate their overall marketing mix strategy. Think about your experience when you shop there and evaluate the following questions

WalMart Target Amazon Neiman Marcus

For the chain that you selected, choose one of the Ps (price, product, promotion, or place) and discuss how you think the company uses it. Discuss specific examples of how you see it in use by the chain

Do you think this chain uses the P you assessed effectively to get a competitive advantage over other businesses? Explain

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organization Situation-Hilton Resort Hotels

organization Situation-Hilton Resort Hotels

Hilton Resort Hotels has grown rapidly over the past several years with the acquisition of Club Med chain and several very high luxury hotels worldwide. They have been adding more rooms, more extension wings on buildings, and whole new buildings creating large complexes of facilities serving a wide variety of needs. They desperately need support to keep track of rooms, facilities, reservations, guests, the usage of allied services, and billings. Such support would enable them to better serve their customers and guests and make more efficient use of their facilities and staff. The success of Hilton Resort Hotels is due in large measure to the team effort felt by all employees. They are collectively motivated by a desire to best serve the customer. However, as the operation grows this objective becomes threatened. The staff needs rapid access to complete, and current information to adequately serve the needs of their guests and hosts, and fairly respond to their demands.

There are several different kinds of rooms in a hotel complex. Most are set up for sleeping with one or two double beds (which may be regular size, extra long, queen size, or king size). Any given room could have two different types of beds. Some sleeping rooms have a minimal amount of extra space, some have an extra large open area with chairs and tables for meeting, etc., or for extra rollaway beds. All sleeping rooms have toilet and bath facilities, telephone, television, closets, and drawers. All sleeping rooms are designated as smoking or nonsmoking. A sleeping room is rated according to the number of sleeping guests it can accommodate (assuming adults, with adjustments made for small children).

A suite consists of a sleeping room with an additional, separated room for meeting or working. However, there is only a single hallway access door to the suite. If there are separate hallway access doors to adjacent rooms (whether sleeping rooms or meeting-only rooms), the rooms are considered two separate rooms and can be allocated separately.

Some rooms are meeting rooms only without sleeping facilities. Some meeting rooms have toilet facilities and some do not. Meeting rooms are rated according to their seating capacity assuming the guests would be seated around tables. Since an outside courtyard or a pool patio could also be the site of an event, they are treated as meeting rooms. A sleeping room may be adjacent to at most one meeting room. A meeting room may have one or two adjacent sleeping rooms. In addition, some sleeping rooms are adjacent to another sleeping room with a private-access door between them. Some meeting rooms are very large, such as a ballroom seating up to 10,000 persons. Some have large movable walls to divide them into multiple smaller rooms. All movable walls have a door. Each of the smaller rooms has a separate designation along with an indication of which rooms it is adjacent to. Two rooms are considered adjacent if there is a door between them.

Many of the rooms can serve multiple functions. For example, a suite could be assigned as a sleeping room or as a meeting room only. In a pinch, a meeting room could be used as a sleeping room (with rollaway beds), but only if it has toilet facilities. Some rooms also have a bed which folds up into the wall, turning it into a meeting room. A room with permanent beds cannot be assigned as a meeting room.

There are many more rooms in a hotel complex than is possible for any one person to remember. Moreover, at any given time a room may be undergoing renovation or reconstruction, or not be made up and cleaned. The computer must keep track of all room relationships and availabilities. Ideally and eventually, the computer system should enable the staff to see a graphical representation of the layout of a room and its facilities, and to zoom out to include adjacent rooms.

Each room has its own base rental rate per day. Sleeping rooms are allocated on a daily basis from 4 P.M. until 12 noon the next day. Earlier or later extensions are granted depending on when housekeeping gets the room ready or is available to get the room ready. Longer extensions entail a surcharge (a flat fee) on the daily rate. Meeting rooms are scheduled on an hourly basis throughout the day and evening. The usage times are generally designated as: breakfast, morning, lunch, afternoon, supper, evening, and sometimes night. Each noneating usage is charged at the half-day rate with discounts for multiple noneating usages. One noneating usage slot is granted free of charge for each paid eating usage of the meeting room. A paid bar is considered an “eating” usage of the room. Meeting room charges may also be reduced or waived based on the number of guests staying in a hotel as a result of the event being held in the meeting room.

Designating the location of the various facilities follows some pattern. A hotel complex consists of multiple buildings, each with multiple floors and multiple wings. Room numbers are assigned uniquely only within wings which have a variety of alphanumeric designations. Wings are designated uniquely within buildings, which are also named. A room number consists of one or two digits designating the floor or level, followed by two digits designating the room number on the floor. Wings differ by proximity to indoor or outdoor swimming pools, proximity to parking garage, and handicapped access. Often a whole floor of a wing is designated as nonsmoking. These factors are often important to parties making reservations.

Customers of a hotel include: guests, who stay overnight in sleeping rooms, and hosts, organizations or individuals who host meetings or meals in meeting rooms. It is sometimes necessary to distinguish the billing party who is responsible for making payment, from the party using the facilities. For a meeting room there is only one party responsible for making payment. However, if multiple guests stay in a sleeping room, the billing can be split up any way the guests agree, as long as there is some responsible party. Furthermore, a guest may switch from one room to another during the visit, and still receive a single (composite) bill for the visit. In some cases of a split billing, the room may be separately charged to a billing party, while any phone calls and other usages are charged to the guest occupying the sleeping room.

Much of the information to be retained in the computer system surrounds events. An event is a meeting or other gathering of persons requiring the use of one or more rooms. Often guests are at a hotel to attend an event and are to be so affiliated. Each event will have a host who is either a guest or a billed party (or both). An event has a duration, and several facilities will be used in conjunction with the event. A scheduled event may also record estimated attendance and an estimated number of guests.

Reservations are made up to two years in advance (or more for major functions) for meeting and sleeping rooms. When making a reservation, the customers express their needs and desires in terms of: bed type and size, number of guests, location, proximities, smoking or nonsmoking, etc.

Specific room assignments may not be made until the date draws close in time. (This is necessary because of the unpredictability of specific room availability due to breakdown, repair, and renovation. Even then, last minute changes are necessary due to unexpected breakdowns and the desire to accommodate changes in guest plans). Rooms are assigned based on a unique, sequential number assigned to each wing. Reservations are filled with the lowest numbered wing(s) and the lowest available room number(s) that meets the guests’ stated requirements. In making or changing reservations, the hotel staff must have accurate and current information on the actual and projected usage of all facilities.

Advance deposits are sometimes required depending on the qualifications of the customer. The qualifications are a function of their past history with the hotel chains, their cooperativeness, their flexibility in negotiating the usage of facilities, their promptness in making payment, etc. In an effort to be responsive to customer needs and demands, hotel staff is given considerable latitude in making decisions and assessing charges. This must be done in the light of the total relationship the customer has with the hotel chain – including past visits or events, and the complete spectrum or usage on the current visit. For example, when a customer checks into one of the public restaurants or the health club with a couple of guests, it is desirable for the staff to know that they are responsible for renting the ballroom for three days and hosting 200 guests who are paying to stay at the Hilton Hotel.

There must be a responsible party to be billed for all usage of facilities and services in a hotel. Charged services include sleeping room usage, meeting room usage, meals (or drinks) in meeting rooms or delivered to sleeping rooms or served in a public restaurant, telephone calls, general extra charges for room service (delivery and set up), or business services (photocopying, computer time or equipment rental, printing, fax), charges from retail shops in a complex or for services (such as a masseuse in the health club or racquetball court fees).

Each charged service is recorded on a transaction transmittal form (and should eventually be entered directly into the computer system). All charges must be recorded in a timely fashion so that an up-to-date rendering of a guest’s total bill is always available. For example, if a guest ate in the restaurant and made a phone call just before leaving, those charges should be reflected on the final billing when they check out just a few minutes later. Billed charges must be recorded with sufficient detailed information to enable the responsible party to verify the charges. The hotel also records expected or authorized charges, and ordered services in an effort to anticipate the level of accumulated charges and avoid any surprises. This information may be gathered as part of the reservations process.

The billed party is generally a hotel guest staying in one of the sleeping rooms. A billed party may also be an outsider, a local host living at home, or some organization. It is possible for a billed party to be responsible for the charges of multiple guests. Even if the responsible party is an organization, it is still necessary to have the name of an individual who is acting on behalf of (under the authority of) the organization.

In making reservations and during actual usage, it is important to keep track of who is assigned where and who is using what facilities. At all times it is important for the hotel staff to know how to contact a guest or host at the hotel, at least to the extent possible with all the information which is available to or voluntarily given to the hotel. This means keeping track of the sleeping room they are currently assigned to (if any), the organizational event (meeting, conference, sponsor, etc.) they are attending (if any), their own organizational affiliation, that is, the organization which they work for. Each guest receives a plastic card with a PIN. As they move about within the hotel, they have the option of running the card through readers indicating their current location. The card is used to gain access to sleeping and meeting rooms. As such, the hotel always knows when someone uses the card to gain access to a room. Readers are placed in various facilities such as every meeting room, restaurants, and health clubs. In this way, the guest may, at their discretion, use the card to inform the computer of their current location. Each card reader has two slots coming (entering) and going (leaving the facility). Cleaning and repair personnel also have magnetic cards to record when a particular room becomes available.

When it is important to guests that they can be contacted, the hotel can be kept informed through several facilities. Guests can leave outgoing messages on their telephone (as with a home answering machine) informing callers and the hotel of their whereabouts or when they will be available. At their option, a guest may request that information concerning their whereabouts be kept confidential – not to be revealed to any callers. Of course, hotel staff can always take a message and relay it to the guest, who can then decide whether or not to respond to the call.

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Develop an entity-relationship model for the Hilton Hotel business situation using UML class notation. This Visio file contains a template that you can use: Assignment1-

Develop an entity-relationship model for the Hilton Hotel business situation using UML class notation. This Visio file contains a template that you can use: Assignment1-

Overview

The concepts of primary key, foreign key, and table representations are the foundation for understanding the newer data management techniques you will be learning in this course.

The best way to review is to create an entity-relationship model for a sample problem, then implement the resulting model in data-definition language of SQL. Thus, a sample problem is provided and you should review entity-relationship modeling techniques, listen to the recorded review of ER modeling, carefully analyze the Hilton hotel problem description, and begin to develop your ER model.

You should complete the following activities:

1) Describe the key requirements and data required to support them for the Hilton Hotel presented in the situation described in the attached file: DBProblemDescriptionHiltonResorts-1.docx

2) Create an entity-relationship model for the Hilton Hotel business situation using UML class notation. This Visio file contains a template that you can use: Assignment1-Template.vsdx

3) Explain why your entity-relationship model is in third-normal-form (or justify if not 3NF).

4) Create the SQL DDL that creates the 10 most important tables represented in your UML Class diagram.

5) Write the SQL Procedure that demonstrates that your design is capable of reporting all of the charges a guest has generated during a stay, i.e., the total amount and list of charges provided at checkout. (Note you do not have to implement your design in a DBMS to show that your SQL satisfies this requirement.)

6) Write the SQL to find the hotel that generates the most revenue.

7) Write the SQL to find the service that generates the most revenue for each hotel.

8) Write another interesting question your design can answer.

9) Write the SQL to answer your question from #8.

Directions: Please begin this assignment soon, as it will take longer than you expect to work carefully through the problem description and create your initial ER model. You are to create a MS Word document that contains your description of the data needed, ER model (which should be created with Visio or other drawing tool with UML class diagram template), relational model associating attributes with classes, and your explanation of your database normal form.

You should create your DDL file using Notepad++, which will help you to check syntax and aids our grading process. When completed, please upload your Word document and DDL text file under the “Assignments” tab. Please use a document naming convention that allows us to determine your name. EXAMPLE: “LastName_FirstName_Assn1.docx or .txt .sql”.

Submission Requirements

· Briefly describe the data for the Hilton Hotel, 1 page. (5 points)

· Using UML Class Diagramming notation, create a complete model for all of the data needed for this business situation. Use MS Visio or other tool to draw your diagram. Do not add attributes to the diagram. Record your attributes as a relational model, i.e., class name and list of attribute names, e.g., Patient(C_Patient_PA, T_PatientFirstName_PA, d_BirthDate_PA). Use the following naming convention for your attributes: c_ indicates a key or foreign key attribute; d_ is a date variable; i_ indicates an integer, n_ indicates some numeric value with decimal places, and t_ indicates an attribute contains a text or string value. Also, add a two character class abbreviation, e.g., _pa, indicating the class the attribute is in the Patient table. Note any assumptions. (20 points)

· Evaluate your model to determine its normal form. Briefly, 1 paragraph, explain what normal form your model is in and why this is the appropriate normal form. Note any assumptions. (5 points)

· Write the create table SQL statements needed to implement the ten most important tables in your relational model. Be sure to include appropriate constraints for keys and foreign keys. Use Notepad++ to create a file with .sql extension for this part of the assignment and also submit that file to the assignment 1 folder. (20 points)

· Write the SQL Procedure that demonstrates that your design is capable of reporting all of the charges a guest has generated during a stay, i.e., the total amount and list of charges provided at checkout. (Note you do not have to implement your design in a DBMS to show that your SQL satisfies this requirement.) (10 points)

· Write the SQL to find the hotel that generates the most revenue. (10 points)

· Write the SQL to find the service that generates the most revenue for each hotel. (10 points)

· Write another interesting question your design can answer. (10 points)

· Write the SQL to answer your question from #8. (10 points)

Assessment

Your ER diagram, normal form explanation, and DDL will be evaluated for correctness and completeness. Correctness is how well your model represents the problem, e.g., the model includes the correct entities and relationships among them, along with appropriate attributes. Completeness is how well your model satisfies all of the requirements of the problem situation.

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Discuss the qualities of potential customers in terms of geographic location, demographics, media habits, consumer behavior patterns, and lifestyle activities.

Discuss the qualities of potential customers in terms of geographic location, demographics, media habits, consumer behavior patterns, and lifestyle activities.

  1. PRODUCT CONCEPT

Identify the physical attributes, customer benefits, and competitive advantages of the product (or service) to be offered by the organization. Analyze geographic, economic, cultural, and legal factors that would influence offering a standardized or an adapted product for this market.

  1. PRODUCT LIFE CYCLE

Discuss economic, cultural, political, or technological factors that might affect the speed of movement of the product (or service) through the stages of the product life cycle (introduction, growth, maturity, and decline).

  1. TARGET MARKET

Describe the characteristics of potential customers in terms of geographic location, demographics, media habits, consumer behavior patterns, and lifestyle activities.

Criteria: 1-2 pages, APA format

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PRODUCT AND TARGET MARKET PLANNING

PRODUCT AND TARGET MARKET PLANNING

  1. PRODUCT CONCEPT

Identify the physical attributes, customer benefits, and competitive advantages of the product (or service) to be offered by the organization. Analyze geographic, economic, cultural, and legal factors that would influence offering a standardized or an adapted product for this market.

  1. PRODUCT LIFE CYCLE

Discuss economic, cultural, political, or technological factors that might affect the speed of movement of the product (or service) through the stages of the product life cycle (introduction, growth, maturity, and decline).

  1. TARGET MARKET

Describe the characteristics of potential customers in terms of geographic location, demographics, media habits, consumer behavior patterns, and lifestyle activities.

Criteria: 1-2 pages, APA format

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Prepare For The 6 Source Essay And The Synthesis Of Sources Essay (Literature Review)

Prepare For The 6 Source Essay And The Synthesis Of Sources Essay (Literature Review)

Your third writing assignment (WA #3) in WRTG 391 will be a six-source essay, or an expanded synthesis. This essay will lead you to your final essay (WA #4), a multiple-source synthesis essay, also known as a literature review.

Watch the two video tutorials from UMUC Library, “How to Write a Literature Review” and “How to Write a Synthesis Essay,” and complete the following task.

Imagine that you are working for department within a large company. The manager of your department is considering allowing workers in your department to telework, in other words, to work from home.

However, your manager is not sure what to expect from this possible change.

She is not sure what the advantages, pitfalls, unexpected issues, etc. are of allowing teleworking. For example, she is not sure whether workers become less productive because they will be working from home and not supervised. She also considers the possibility that workers will become more productive because they won’t have to worry about traffic and parking. They won’t have to take large amounts of time off to get children to a doctor’s appointment, to see a doctor themselves, to take care of errands, etc. It is possible that working from home will improve productivity.

Other questions abound in her mind. For example, how many days a week should the workers be allowed to telework? Should they be limited to one day? Two days? Or should they be unlimited to telework as many days as they would like per week?

In addition, she is not sure if everyone should be allowed to telework or if perhaps only people in certain positions should be allowed to telework. For example, she knows that the janitor cannot telework. His job could not be done at a distance. But some individuals could telework, as their jobs involve meetings and other functions that could be accomplished at a distance.

Overall, your manager is somewhat at a loss on this issue.

Your manager has asked you to review the literature on teleworking. She has asked that you submit a literature review to her next month on the topic of teleworking.

From what you have gleaned in this class about what a literature review is, what is your manager asking you to do?

Does she want a proposal that supports a new teleworking arrangement?

Does she want a persuasive paper that takes a stand against teleworking?

Or does she want something entirely different from those two options?

Please give your answer in a paragraph of 5-10 sentences.

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Week 5 Discussion-Government homework Assignment

Week 5 Discussion-Government homework Assignment

Propose a Change

In your initial discussion post this week present an argument that proposes one change to our electoral system. (Please note, it will not be acceptable to say you do not think any change should be made.)

Several possible changes to could be:

Eliminating the Electoral College

Instituting required Voter ID

Allowing felons to vote.

Mandatory voting.

Instituting an Election Day Holiday in which all Americans do not have to vote.

You may also get creative and come up with your own original change!

Just be sure to go beyond just stating what change you want to make, but present an argument for why we should make that change and how that change would improve our electoral system.

In your argument, do not use words like “fair” or “good” or “better” or “equal” – how do you measure what is or is not “fair”? What if you and I have different definitions of what is or is not fair (these are not universal terms)?

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